Brand Brothers Design Geometric Identity for Løfte Gym in Toulouse

Brand Brothers, a Paris-based design studio, created the visual identity for Løfte gym in Toulouse, France. The identity centers on a custom geometric display typeface with thick, uniform strokes that interlock like puzzle pieces, evoking strength and unity. The typography is treated as structural blocks, forming a modular layout across stationery, apparel, and signage. A secondary system of black-and-white geometric patterns—parallel lines and grids—appears on mirrors, columns, and windows, suggesting exercise repetition and progression. The design avoids standard sports tropes in favor of raw black-and-white graphics, matching the physical work of the training space. Environmental graphics are painted directly on the gym walls.