Brief
Create a name, brand mark and identity for a new high end sports underwear company.
Background
Celestine and Shola are starting up a business selling really high end sports undergarments. They are using the latest fabric technology to create products that help motivate people to really perform their best. Their aim is to create a beautiful and technically superior product that will boost people's confidence when they are exercising. Now I love exercise and the outdoors so I was THRILLED to join this project! Celestine and Shola want something tough and aggressive but also feminine and sexy. That's quite a challenge but I'm up for it!
Concept
I started this brief by doing a lot of research into the target demographic, and competitors. Even though I would consider myself part of this demographic, I needed to broaden my view. What I found was that there was a lot of competition but nothing that specifically stood out as being "tough and sexy". There were quite a few feminine options in the sportsbra area but nothing quite like what we were trying to do. We started the process by coming up with name options based on our key values and hit on "FIT". It was perfect! The undergarments would fit like a glove, you could get fit, and as the British say you're fit if you're sexy! ;)
With the name in the bag, we then needed a mark. As it was to appear on garments, we wanted a symbol as well as a typographic option. We explored several options, and many more iterations of the shortlisted ideas until we decided upon an hourglass motif. We've combined that with a "funky" typeface to set the tone of voice too.
There is more to come on this project so stay tuned!