MOM FIT
MOM FIT is a women’s sportswear brand. The concept behind the brand focuses on joining the five core brand values that should dictate its message, positioning and personality: athletic ability; female elegance; women power; fashion sense; and maternal instinct. The cheetah is generally perceived as a symbol of elegance, speed and athletics. The spotted coat and the tear line markings on the face (which resemble make-up but are actually for anti-flare purposes) are the fashion components. What about the maternal instinct, such a key element? Our research showed that cheetahs are one of the most highlighted and praised moms in the animal kingdom. The mother raises their young cubs alone, in isolation. She moves the litter – usually two to six cubs – every four days to avoid being tracked and found by predators. For 18 months, she teaches the cubs every skill they need in order to survive and thrive on their own. Some of our sources are WWF (in “5 Remarkable Animals Moms”), National Geographic (in “Amazing Animal Moms”), BBC (in “Amazing Mothers of the Animal Kingdom”) and Animal Planet (in “Top 10 Animal Moms”). The cheetah conceptualizes the brand’s five core values, resonating perfectly with the ideal customer. MOM FIT became not only a brand o “SPORTSWEAR FOR WOMEN” but also “SPORTSWEAR FOR CHEETAHS”.
- PROJECT MOM FIT
- SCOPE Brand Identity
- CREATIVE DIRECTION my own design studio
- DESIGNER Bernardo Covas
- CLIENT FEEDBACK “This solution was unexpected, but spot on. It really gives the brand a fierce and cool identity, just like we want our customers to feel when they buy and use our products. We know they will love our brand as much as we do.”