Iron Kingdom’s brand is best summarized by Henry Rollins, in an old details magazine article titled “IRON:”
The Iron never lies to you. You can walk outside and listen to all kinds of talk, get told that you’re a god or a total bastard. The Iron will always kick you the real deal. The Iron is the great reference point, the all-knowing perspective giver. Always there like a beacon in the pitch black. I have found the Iron to be my greatest friend. It never freaks out on me, never runs. Friends may come and go. But two hundred pounds is always two hundred pounds.
Iron Kingdom is a sports nutrition brand dedicated to the iron men and women who won’t quit until they reach their fitness goals. Even if it means chicken for dinner 6 nights a week, and spending evenings and weekends in the gym.
Iron Kingdom’s brand assets are tough and bold. The main logo is iconic and simple, giving the brand a trusted, clean look and feel. The lion supplements the logo in most applications, adding character, interest, and shelf presence.
The balance between finding a message that resonates with an audience and one that panders to them can be tricky. It was important that the promotional language we used came from a place of genuine understanding and encouragement, and not soapbox fluff. Iron Kingdom’s audience knows firsthand how hard it is to hit the gym day in, and day out, and that’s where language like “A Kingdom isn’t built in a day” was born.
