Say what you mean, do what you love and fucking send it
A rebrand to help women feel good about exercising their own way
Activewear powerhouse Sweaty Betty came to us for a rebrand that authentically expresses its core value – to help women feel great about exercise – and show the world that it doesn’t stand for toxic narratives. By talking to a diverse set of women, we uncovered problematic messaging in the wider fitness fashion industry that either took advantage of their insecurities or claimed to promote empowerment, while pushing hidden agendas. We decided to flip the ‘push-harder’ rhetoric with a current and inclusive ethos – ‘don’t sweat it’. We built a brand set on relieving pressure and making women feel comfortable – with Sweaty Betty, there is no ‘right’ way to exercise.
Industry Fitness + fashion
Empowerment is the backbone of the concept, so we focussed on health, wellness and strength (rather than conforming to body ideals) throughout all creative. We crafted a positive and diverse narrative, with three brand pillars, designed to lift women up: ‘shaped by sisterhood’, ‘crafted to create joy’, and ‘we sweat the small stuff’.
‘Fluoro understood our mission from the beginning, and we’re thrilled with the way they’ve brought it to life’
Melissa Mullen, Global Brand President of Sweaty Betty
Fluoro created an entire brand world to shape, steer and drive Sweaty Betty’s vision and position as the OGs of female-first activewear. Nuanced storytelling, real women and a relatable narrative make it clear that Sweaty Betty is a welcoming place for all women to find joy in movement, and the safe space they have been searching for in the fitness fashion industry.
