DUMBBELLY CLOTHING Co.
DUMBBELLY CLOTHING CO. is a fitness clothing brand zagging while everyone else is fighting with the zigs. Instead of pushing the idea that working out needs to be intense, the French brand has decided to focus on all the fun you can have while working out.
Their motto is “People can see that you work out, but also that you never refuse a piece of cake”. Words to live by for sure…
THE GOALS
Build a design system that both appeal to the hardcore athletes and the casual crowd.
Work on copywriting that is both catchy and funny.
Make sure that the brand looks consistent throughout every channel and every product.
THE CONCEPT
With the explosion of the fitness industry, brands such as Nike, Adidas, Gymshark and Lululemon have never been so successful. But with this popularity has also come a vision of the new everyday athlete, with the perfect six-pack and unrealistic flexibility.
DBC chooses to talk to people in a different way. Work out because you enjoy it, but don’t forget to enjoy life. Actually you are probably a person that enjoys life, and this is why you decided to work out, which is amazing.
THE BRAND IDENTITY
With the brand aiming to develop different products, we decided to focus on a vibe rather than stick to just a particular style. While the type is the one constant, visuals will vary greatly.
From illustrations to hand lettering, nothing is off the table, as long as the the visuals are always striking and the message is always full of humor.
