Lean Green Human Being

A new take on health and fitness, Lean Green Human Being specialises in Natural Movement, Nutrition and Lifestyle Coaching. Based in the gorgeous South Downs (Hampshire, UK), they help their clients “unplug” and reclaim control of their minds and bodies.

As Nature intended…

Lean Green Human Being is a British brand that specialises in “evolutionary health and fitness”. They run Natural Movement Workshops, Seminars and Retreats. They aim to teach people how to move and eat “like a human” and become fitter and healthier in the process.
We have taken part in a couple of the workshops and they are amazing fun.

Custard Studio helped Lean Green Human Being find their brand personality and tone of voice. We conducted a thorough market analysis both from a competitive and demographic perspective.
We then carried out a positioning study and identified  the key values which should be associated with the brand.

The real Lean Green Human Being


Olly Hermon-Taylor is the visionary founder of Lean Green Human Being. A successful entrepreneur with a background in corrective exercise and nutrition, and with a very strong passion for the environment, Olly managed to combine the values he stands for in one business.

Leveraging his Crocodile Dundee-esque knowledge of the wilderness of the South Downs, he started taking his clients out of the gym and into the woods, to train them to move like they were designed to.

The rest is, well… Lean Green Human Being.


Photo credits: ©Gemma Klein Photography

The brand essence

After a series of positioning workshops and brainstorming sessions, we came up with Lean Green Human Being’s brand essence: “Become what you are”. We feel that this simple, yet powerful sentence perfectly captures the soul of what this brand stands for.

The logo

For the logo we explored different routes, from tribal visual language to green and sustainable. But the route that proved most successful and appropriate was the “human-centered” approach. We created a pictogram which we affectionately named “The South Down Man”, a play-on-words on Da Vinci’s Vitruvian Man.