Sportswear Brand Design Bernardo Covas

I help sportswear brands boost their sales by focusing on how their customers should perceive the brand.

By creating bespoke audience-driven concepts to convey the brand's differential in an impactful and meaningful way, I design Brand Identities to help businesses reach their full potential.

When the audience feels and understands the brand in a specific way, they become part of the brand's value-sharing community. As a result of that feeling and sense of belonging, they not only buy more and more often, but also bring in new business by word-to-mouth referrals.

My signature process ensures clarity, helps the brand stand out and contributes towards solving the challenges of launching or rebranding a business.

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Sportswear Brand Design Bernardo Covas

Sportswear Brand Design Case Study

MOM FIT is a women's sportswear brand.

The concept behind this identity 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-glare purposes) are the fashion components.

What about the maternal instinct, such a key element of the brand's identity?

My research process showed me 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 my sources were WWF ('5 Remarkable Animal Moms'), National Geographic ('Amazing Animal Moms'), BBC ('Amazing Mothers of the Animal Kingdom') and Animal Planet ('Top 10 Animal Moms').

When I gathered this information, I realized that I had found the best solution for this project. The cheetah conceptualizes the brand's five core values. Using this concept, I designed a strong mark and a versatile logo and brand identity. MOM FIT became not only a brand of 'SPORTSWEAR FOR WOMEN' but also 'SPORTSWEAR FOR CHEETAHS'.

Sportswear Brand Design Cheetah Concept Logo
Sportswear Brand Design Cheetah Mom Fit Concept Logo
Sportswear Brand Design Cheetah Mom Fit Concept Logo
Sportswear Brand Design Brandbook
Sportswear Brand Design Business Cards
Sportswear Brand Design Cheetah Logo
Sportswear Brand Design Cheetah Logo
Sportswear Brand Design Cheetah Logo
Sportswear Brand Design Water Bottle with Cheetah Logo
Sportswear Brand Design Posters with Logo and Messaging
Sportswear Brand Design Logo Sports Women Cheetahs
Sportswear Brand Design Cheetah Mom Fit Logo

Let’s do it!

Schedule meeting/call.

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Let’s do it!

Schedule meeting/call.

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