Fitness & sport
Merchandise design
Illustration
Graphic design
2025
CrossFit Grimsby has been training members since 2013, and its community is as much a part of the gym as the barbells. They came to us for gym merchandise design that members would be proud to wear in and out of the box - kit that felt like it belonged to Grimsby, rather than a generic gym logo on a plain tee.
We designed a full merchandise range around the gym's CFGY mark, adding a new mascot illustration, a set of slogan prints and a Lifting Club badge. From there we applied them across tees, tote bags, water bottle stickers and backpack patches, so the same look follows members from the gym floor to the school run.
At the heart of the range is a muscular seagull in a blue beanie, pipe in beak and an anchor tattoo on its arm, framed by a ring of rope. It's a nod to Grimsby's fishing heritage with a bit of humour, and it gives members a character to rally behind - one that works as a big back print, on a tote bag or as a sticker on a water bottle.
Alongside the mascot we built a set of type-led prints: "The grind never stops" wrapped around the CFGY roundel, and a bold "Built by Effort" back print that nods to the gym's 2013 roots. A script-style Lifting Club badge gives the strength crowd something of their own. Every design was drawn to work in one or two colours, so it prints cleanly on light and dark garments and keeps the brand consistent wherever it shows up.
CrossFit Grimsby now has gym merchandise design that feels like the gym itself - hardworking, local and a little bit cheeky. Members have something to wear with pride, and every tee, tote and bottle carries the CFGY name out into town.
Looking for gym, club or team merch that people actually want to wear? Take a look at how we approach graphic design and branding, or get in touch for a chat.
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