Bluemarlin have created an empowering brand identity for Boudavida, a new women’s active wear brand launching online this month in the UK.
Created by Anabel Sexton, a Somerset-based sport’s industry professional, this purpose-driven brand seeks to spark change by giving women a stronger voice in sport and creating a community that unites, supports, encourages and celebrates active girls and women.
With an ambition to break category convention, Boudavida provides an alternative image that challenges the aspirational yet unrealistic ‘perfect body’ ideal currently dominating the market. Targeting an attitude rather than a demographic, the brand seeks to engage real girls and real women who have deep reservoirs of drive and ambition, empowering them to boldly take on their physical goals with persistence, courage, and confidence.
Committed to changing perceptions and inspiring more girls and women to participate in sport, 5% of every Boudavida purchase will be invested back into the female sports industry.
Bluemarlin have been key partners in the creation of the brand from developing strategic positioning to activation across all brand touch points.
Inspiration for the brand name and design comes from Boudicca, the Celtic warrior queen renowned for her strength and fearlessness. A modern Celtic interpretation with flowing lines and dynamic shapes, the identity strikes the balance between sport and style. The interlaced pattern represents the unity Boudavida brings and the support Boudavida gives. The bond is extractable and used throughout the brand communications to add pace and dynamism.
The brand palette is fresh and vibrant, using green as the masterbrand colour as it conveys optimism and vitality whilst also distinguishing the brand from the ‘shrink it, pink it’ convention of the category.
“The identity weaves in strength and richness of the Boudicca story with the power of belonging to a tribe, ” comments David Hodgson, Founder and Creative Director of bluemarlin. “It illustrates how being part of a supportive collective can empower an individual to achieve great things – not only on a personal level but for a higher purpose. It’s an important message and it was our pleasure to bring Boudavida to life to share it.”
“The new identity successful supports Boudavida’s ethos and ambition as a lifestyle brand,” comments Sexton. “One that creates a community of women who are proud of their athleticism, confident in their abilities and ready to improve the standing of women in sport. We are thrilled to launch with this strikingly beautiful identity and are confident it will resonate with the real women we are hoping to appeal to, helping them realise their potential as individuals as well as feel united for a good cause.”
“With only 7% of all UK sports media coverage featuring women’s sports and only 0.4% of commercial investment in sport going towards women’s projects, we have a lot of work to do. But we are committed to making a real change in the prevailing attitudes and redressing the balance for women’s sports.”
This is not new territory for Sexton as she has been a notable advocate for women in sport all her career, serving on the board of several sports organisations including England Netball and the England Golf Partnership. She was also a panel expert for Sport England during their Active Women Funding Round.