Case Study
Building the system behind Gymshark
The challenge
Gymshark had a disconnect between departments when it came to packaging, assembly, labels, trims, garments and hardware. Important guidance existed across different teams and locations, but there was no single, dependable reference point. This made it harder for people to find the correct information, understand what had already been created and maintain consistency throughout production. With internal departments, suppliers and manufacturers all contributing to the finished product, Gymshark needed one system that everyone could work from.
Our approach
We brought Gymshark’s existing knowledge together within a central digital hub, supported by a comprehensive suite of manuals. This included a packaging manual, assembly guide, care manual, labels manual, garment manual and hardware manual. Each resource was structured around how teams would use the information in practice, turning detailed technical guidance into something clear, accessible and easy to apply. The system gave every department access to the same information. It also created a library of existing packaging, trims and product details, helping teams build on previous work instead of unnecessarily recreating it. Clearer guidance gave suppliers and manufacturers greater confidence in how each element should be produced and assembled, improving consistency across the complete packaging experience.
The outcome
Gymshark now has one connected source of information for the teams and partners responsible for its packaging and product details. The system has made information easier to find, reduced unnecessary duplication and created greater consistency between departments, suppliers and manufacturers. It has also given creative teams a stronger foundation to work from when developing new ideas. The initial project has since grown into a retained partnership spanning three years. Today, we work as an extension of Gymshark’s internal team, supporting the development of new packaging, maintaining and expanding its manuals, and contributing to conceptual campaigns.
“WhenwefirstapproachedOnPoynt,weneededtocreategreaterconsistencybetweenourinternalteams,suppliersandmanufacturers.Theytookacomplexamountofinformationandturneditintoaclear,practicalsuiteofmanualsthatnowactsasatrustedsourceoftruthacrossthebusiness.Theworkhasmadeiteasierforeveryoneinvolvedtofindtherightinformation,workmoreefficientlyandmaintainconsistencyacrossourpackaging,trimsandproductdetails.Overthepastthreeyears,OnPoynthasbecomeatrustedextensionofourteam.Theycontinuetosupportuswithnewpackaging,evolvingourmanualsandexploringconceptualcampaignideas.Theyunderstandhowweworkandconsistentlydeliveratthelevelweneed.”
— Claire Lockyer - Packaging Manager at Gymshark