‘Incorporating swimming into the fitness consumer’s rest and recovery routine by creating a sensorial desire that entices them to relieve their body post exercise’ - Water Therapy
This project was briefed by international swimwear brand, Speedo and was introduced to inspire and engage the fitness consumer to swim.
Analysis of the brand concluded that Speedo dominated much of the performance swimwear market but lacked in other swimming sectors due to repetitive and predictable content which didn’t appeal to the wider audiences. As a result of this we proposed the concept of ‘Water Therapy’ to Speedo. ‘Water Therapy’ was formed from the medical treatment, Hydrotherapy but sells as a lifestyle strategy instead. The concept utilises the recovery benefits of water in aim to provide an holistic experience for the fitness consumer, post exercise.
With an increase in our health knowledge due to online exposure, we are becoming more aware of how to prevent poor health rather than rely on treatment. This prevents less stress on the healthcare systems and therefore is beneficial to our bodies and the economy.
To visualise this concept we considered the senses. Sound and visual stimuli were used to communicate the dynamics, fluidity and rhythm of the water and how this feels on the body. Inspiration was taken from Klarna’s ASMR short advertising films
The full report is available upon request.
