Flykick
Sector:
Health & Fitness
services:
Brand Naming
Brand Identity
Brand Strategy
Flykick is a boutique kickboxing gym based in London, aimed at women looking for a workout that goes beyond the gym floor. Their three pillars, Fight, High and Power, sum up what they offer: physically demanding, mentally engaging and built for women who want more from their fitness.
Kickboxing has an image problem when it comes to attracting a broader audience. The category tends to skew male and intimidating, which puts off exactly the people Flykick is trying to reach. Female professionals who are already active, doing yoga, running, going to the gym, but want something with more intensity and edge.
The brand needed to feel credible to that audience without softening itself to the point of losing what makes kickboxing appealing in the first place.
We first came up with the name. Working from the audience outward, we mapped relevant terms like kick, punch, fly and power before landing on Flykick. It combines two words from the sport in a way that feels active and forward-moving. Fly adds aspiration and lightness, countering the aggression that kick might suggest on its own. Together they create something that sounds like a brand rather than a description, short enough to stick and distinctive enough to stand out from the traditional boxing gym names it sits alongside.
The logo communicates that intensity and edge by being bold, condensed and set in all caps. It sits inside a red rectangle that frames it as a single graphic unit, making it immediately recognisable whether it appears on a speed bag, a membership card or a gym wall.
Images of people kicking, meditating and stretching convey the movement and energy of the workouts. The sketch style complements the bold logo by symbolising the shared effort and attentiveness that goes into both art and fitness.
Flykick is a brand built for an audience the fitness industry has largely overlooked. The identity doesn’t ask that audience to compromise. It instead meets them where they are, with the same intensity and edge they’re looking for from their workouts.
KPIs
Brand Awareness Growth
awareness in Central London and online nationwide search
Media Sentiment
positive sentiment with favourable coverage online in Forbes
Brand Trust Growth
trust score with increased customer confidence
