Coastal Flow is a Brazilian Jiu-Jitsu gym in Portugal.
BJJ It’s the fastest-growing sport on the planet, but modern gyms are stuck in the Gold’s Gym era of branding.
The discipline's history is in self-defense, but it's now mostly practiced by
people looking to stay fit or as a tool for personal development.
I created the branding for Coastal Flow to reflect this cultural shift and to create an aesthetic that was accessible for every demographic.
The logo is rich with meaning, reflecting the Jiu-Jitsu journey in a way that speaks to both beginners and veterans of the sport.
BJJ It’s the fastest-growing sport on the planet, but modern gyms are stuck in the Gold’s Gym era of branding.
The discipline's history is in self-defense, but it's now mostly practiced by
people looking to stay fit or as a tool for personal development.
I created the branding for Coastal Flow to reflect this cultural shift and to create an aesthetic that was accessible for every demographic.
The logo is rich with meaning, reflecting the Jiu-Jitsu journey in a way that speaks to both beginners and veterans of the sport.
Design & Copy: Lee Freeman
