Sweat and Tonic
Parcel builds a fitness brand its marketing team can run with
The philosophy of the third place was introduced by Ray Oldenburg in his book The Great Good Place. In community building, Oldenburg described the third place as a social surrounding separate from the two usual social environments of home (“first place”) and the workplace (“second place”).
Most famously, coffee shops have served as the third place. But since our culture has become more aware of the value of a healthy lifestyle, we were intrigued by the notion of creating a totally new space for the third place: the gym.
This was the concept behind our brand for “Sweat and Tonic” a new fitness hub in downtown Toronto that brought together three different workout disciplines, plus social networking and lounge spaces into one facility.
This brand strategy drove all aspects of development, becoming a filter for decision-making at all levels, including selecting and securing partner brands, recruiting trainers and staff and, of course, experiential design and marketing development.
A core component of the third-place is “The Regulars” who give the space its tone. Regulars attract newcomers and help someone new to Sweat and Tonic feel welcome. The brand strategy, therefore, focused on creating a network of Regulars by recruiting top trainers – who served as brand ambassadors during the construction period.
The result is a brand that has served as a launchpad – enabling a new entry into an established category to build partnerships and secure top tier talent as a fresh start-up.