Packers Athletic Club

Legacy in motion: uniting football heritage with wellness.

The work

When the Green Bay Packers approached Zeus Jones, they weren't just looking to create a gym. They wanted to capture the ambition and energy of a city that's transforming for the future. The Packers Athletic Club wasn't created for superfans or game day hype. It was built for the people of Green Bay. A place where locals could find a new kind of wellness experience—one rooted in excellence, humility, and momentum.

Our roles

Brand Strategy
Brand Experience
Brand Design

The unique challenge? Bridging the gap between a football team owned by a working-class, blue-collar community and a gym that competes with the Equinoxes of the world. We had to carry the weight and credibility of the Packers’ name, without leaning on its literal fandom or obvious franchise codes. As Vince Lombardi famously said, football is a game of inches, and that mindset shaped our approach. We knew the difference would come from layering the right details, not declaring the brand too loudly. What works on game day isn’t what works every day.

Creating a brand experience in a space isn’t a communications challenge—it’s an opportunity to create a fully immersive world. Spatial branding shouldn’t overwhelm visitors with logos and slogans. Instead, it should invite people into a layered, nuanced story that reveals itself over time. The Packers Athletic Club had to feel like a discovery, not a decoration. It had to extend a legacy, not replicate it.

“The challenge wasn’t just to extend a brand, it was to design a space that feels both premium and personal. We used motion, texture, and tone to turn tradition into something that moves—and moves people.”

Kenzie LeWin, Designer at Zeus Jones

The Opportunity

Creating cultural meaning.

Zeus Jones helped reposition the Packers’ brand from one of iconic fandom to one of local leadership. We built upon a brand rooted in the values of Green Bay itself: quiet excellence, high-end humility, service-minded experience, and a belief in holistic wellness. In doing so, we expanded the Packers’ cultural influence into an entirely new category. This wasn’t just a sports brand anymore—it became a new kind of presence in daily life, one rooted in wellness, not just wins.

We uncovered the hyperlocal cues that mattered—from how Green Bay is evolving to what its residents want in a premium experience. And we embedded those cues into every aspect of the brand, creating a culturally meaningful identity that could unite a city without leaning on nostalgia or overt fandom.

Our Approach

Driving business growth through brand.

The Packers brand may be iconic, but its codes weren’t a direct fit for this new venture. Our job was to build on its trust and integrity while introducing new equities that could elevate the experience without alienating its base.

Starting with just a few static elements, we developed a layered and dynamic identity system that flexed across environments. We introduced elegant patterns, motion cues, and materials like fluted textures and metallic finishes to signal a premium yet approachable experience. Every touchpoint, from signage to website, was carefully considered to reflect football’s attention to detail while elevating it into a wellness space. The result wasn't just a brand extension—it was a way to reach, engage and reward new audiences every day of the year.

Staying ahead of culture.

The Packers Athletic Club needed to stand for what was next, not just what was known. That meant building flexibility into the brand’s foundation. We created identity elements that could shift, remix, and respond to changing contexts. We infused the system with movement and motion—both literal and symbolic—to reflect the evolving nature of wellness and the community it serves.

Starting from our design principles of refinement, repetition and momentum, we built a visual language that reflected a rising Green Bay: bold, humble and driven. From modern typography to graphic elements, our work helped bring the Packers brand into new expressions throughout Titletown.

Unlocking organizational potential.

What began as a set of brand guidelines became a catalyst for organizational vision. Our work helped the client team clarify their ambition and communicate it clearly across architecture, interiors, digital, and marketing. We helped them see the brand as a gym and a foundational piece of Green Bay’s cultural future.

We filled in the white space—developing new language, visual codes, and brand pathways that could activate across touchpoints. In doing so, we created a brand that allows the Packers to step into a new kind of leadership, grounded in community and elevated through experience.