Premium branding for Leading Health and leisure group  

The Client

David Lloyd Clubs


Hospitality & Leisure

The Brief

Creating independent sub brands for Europe’s leading health and leisure group .

David Lloyd is an international brand with 95 leisure clubs in the UK and Europe. With 475,000 members, it’s the brand leader in the health and fitness market in the UK. The David Lloyd leadership team employed our sister company (Peppercorn Food Solutions) to transform their food and beverage proposition to, increase member satisfaction, revenue and profit. As part of this long term project, Swan were asked to create a new brand proposition for launch in one of their most prestigious clubs (Acton Park).

What We Did

Brand strategy

Brand Creation

Brand Amplification

Graphic Design

Campaign Creative

The Project

  • Strategy
  • Brand Amplification

Brand Strategy

Working with the CEO and other board members, we first researched nine months’ worth of member feedback comments to get a feel for what the members were truly saying. Based on this, we then created a proposition and concept brief.

Taking inspiration from private members’ clubs, we created the “Clubroom” concept.

The premium approach to brand identity combined a rich colour pallet of teal and bronze, with a bold clean font, that exuded luxury and confidence.

Brand Amplification

Once this was signed off, we worked with the project team to create the optimal layout based on improving the three key things that make a successful F&B operation, product, service and importantly in this case “environment”.

We applied the brand colour palette to fixtures, furnishings and fittings, pairing the teal and bronze colour ways with marble and wooden textures for a luxury look and feel.  The menu designs were kept simple and sleek, showcasing the menu offering.

Utilising our experience in the food and beverage industry, we ensured that the restaurant layouts allowed for a seamless traffic flow, ensuring restaurant staff and members could freely move around the space.

The Result

The project was delivered on time on budget and opened delivering record revenue for a David Lloyd opening. All three of the key metrics product, service and environment were above where they had been before. Average transaction levels (+18%) and customer service scores (+6%) were higher than the national average in the post opening months. It’s a project we are all very proud of and we simply love delivering this kind of work, we are very good at it too, win win!.

Need help developing your brand and creating a recognisable new identity? 

Swan Creative brand mark