| Title | TAKE PHYSICAL CONDITIONING GYM |
| Brand | TAKE PHYSICAL CONDITIONING INC. |
| Product / Service | TAKE PHYSICAL CONDITIONING GYM |
| Category | A02. Rebrand / Refresh of an existing Brand |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | TAKI CORPORATION Tokyo, JAPAN |
| Production 2 | NOM ARCHITECTURAL DESIGN OFFICE Kyoto, JAPAN |
| Production 3 | AMANA Tokyo, JAPAN |
| Production 4 | SPACE CLIP Kyoto, JAPAN |
| Production 5 | DENTSU ON DEMAND GRAPHIC Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yoshinaka Ono | DENTSU INC. | Creative Director/Art Director |
| Yohei Ugaeri | DENTSU INC. | Copywriter |
| Takanori Kimura | Taki Corporation | Designer |
| Tetsuya Utsumi | Taki Corporation | Designer |
| Ryusei Sakiyama | Taki Corporation | Designer |
| Hiroshi Shimooka | NOM Architectural Design Office. | Architect |
| Kenichi Sonehara | amana inc. | Photographer |
| Kazuyo Oi | amana inc. | Retoucher |
| Hayato Satomi | amana inc. | Photo Producer |
| Daijiro Okada | Space Clip | Photographer |
| Yuki kawakami | amana inc. | Photographer |
| Mitsuo Yoshinaka | Dentsu On Demand Graphic Inc. | Printing Director |
| Takeshi Fujii | Dentsu Creative Force Inc. | Producer |
The muscle vein was symbolized in the V.I. as maximizing excursions are the principle of physical therapy.
The logo also resembles the letter “t” which is the initial of the brand name and the looks of the red cross. This muscle lattice pattern is also used for interior as a reinterpretation of traditional Kyoto architectural design. This lattice pattern of the muscle is used as not only logo but also in the interior of the gym. This interior design modernly reinterpret the traditional Kyoto architectural design.
In just 5 months from its opening, more than 80% of the member's capacity has been acquired, and it is not long before the application stops. In addition, we have succeeded in partnership with the JRA (official horse racing organization in Japan) and appointed as their jockey's conditioning partner. This partnership triggered a word-of-mouth spread among the top athletes in Japan.
Conditioning based on Physical Therapy is still unfamiliar in Japan. We have made an impression that this gym is not an ordinary sports gym nor a hospital, but to be categorized in the “Third Category” that has both of its aspects. The targets are not only professional athletes but anyone who desires more in workout gyms.