12x3 is a boutique boxing club in the heart of London, founded by two British boxing stars. The challenge was to create a brand that balanced the raw intensity and authenticity of boxing with a distinctly premium experience.

Drawing inspiration from the sport’s golden era, we combined gritty photography with crisp contemporary typography, creating an identity that feels both authentic and elevated. At its heart is a custom typeface, Repton Sans, named after the legendary London boxing club where both founders trained. The typeface was developed from historic woodblock lettering discovered on an old poster hanging in the Repton gym, reinterpreting a piece of boxing history for a contemporary brand.

The identity was designed as a complete branded experience, extending from the gym environment to communications and apparel.