Entrepreneur and runner James Ellis had one store selling running gear + offering advice to local runners. It operated with profitability + efficiency; the envy of most retailers. A rapid shift to e-commerce at the start of the pandemic saw Run Company maintain year-on-year projections. So in the middle of the crisis James tasked a brand evolution + the creation of the first new store in a planned expansion.
The visual expressions of the brand have evolved from iterative home spun efforts to something that will carry the business through an ambitious period of expansion. The logo is a refinement of the Run Company heritage. It acts as a literal signature to the brand and carries intentional humanistic imperfections. Typography throughout the retail space is informed by athlete vest numbering + performance data readouts. Each store carries it’s own Run Company race number on the external signage.
Run Company Woking isn’t just a shop. It’s a place to engage with the local running community, celebrate the joy of running + present a ‘curated’ selection of products. It is an exhibition meets retail space that reflects Run Company’s brand ideology of Expertise, Innovation + Engagement.
eNaR worked with/as part of sister company Tactical Intervention to plan + create the space, design furniture + build the narrative journey that takes customers through the space.
Store photography by French + Tye