In 2015, Graft Brandlab was approached by two ambitious founders. Their vision: A fitness studio that caters to the needs of professional millennials and that challenges the conventions of traditional gyms. In order to get their business off the ground, Graft Brandlab developed a distinct brand positioning and designed the brand’s identity hand in hand with a signature interior design. The result is an instantly recognizable brand experience that appeals to the core target group. The first studio opened in 2016.