How do you bring through the grit of Viking strength into a modern brand? Personal trainer Ryan instills “training like a viking” into his clients: never backing down, be intense, want every rep and break through limits.

We developed a brand approach which ties both the Viking heritage and Ryan’s training methodology: runic shapes, desaturated high-contrast imagery, a confident palette and the brand device, the bar. Representing both the go-to tool of strength training and the limit we put on ourselves of which we will rise to, raise and go beyond.