The Milltown Maulers is a boxing club in Manchester with over 30 years of history. For decades, the club thrived purely through word-of-mouth, never having invested in its brand image. However, with the rise of new low-cost gym chains offering boxing classes, the club began to see a decline in membership, and the future looked increasingly uncertain.

Facing competition from low-cost gym chains offering boxing classes at affordable prices, we needed to position The Milltown Maulers as a far more premium option, emphasizing its rich history and deep-rooted experience. The goal was to attract individuals genuinely passionate about boxing, not just those looking for a workout.

We aimed to make the club a place where like-minded people could connect, sharing the same interests and aspirations. The new logo had to reflect this, highlighting the club’s decades of legacy, fostering a sense of belonging and brotherhood, and steering clear of the modern graphic styles seen in other gym chains.

The design direction was clear from the start. We chose a vintage illustration style paired with a strong, aggressive typography. The primary logo has multiple variations that can be used in different contexts, but all of them are within a badge-like shape, which strengthens the sense of belonging and camaraderie among the members.