Base Body Babes
Championing Female Strength.
- PROJECT SCOPE:
- Sydney, Australia
Introducing Base Body Babes, your ultimate fitness and health wing woman. Committed to making women stronger each day through showing up, sweating it out and embracing a holistic lifestyle approach to training, nutrition and health, Base Body Babes is the one stop shop for your fitness goals. As a female-owned and run business, Base Body champions female strength in all its forms, from lifting large to dominating the boardroom. No matter what strength means to you – they have you covered.
To mark the launch of their new app, they engaged the Smack Bang team to refresh their identity and build out their latest training, nutrition and lifestyle program. We’re honoured to see our strategic and identity work form the foundations of the in-app experience and their brand evolution. With a focus on empowerment and bold tenacity, the Base body brand was built to disrupt the visual landscape of the burgeoning fitness market, equipping them with the confidence to dominate.
The team at Smack Bang crafted a design that channels feminine strength, featuring bold, strong layouts, with curvaceous feminine flow. A punchy and shapely wordmark has been developed to hero the core values of the brand. This wordmark has been stacked, reflective of the importance of repetition and consistency required to build your Base Body. The letter B’s are customised letterforms designed to portray the core idea of feminine strength. Juxtaposing the strong harsh lines of the serif font, paired with the fluid, shapely curves inspired by the female form. The colour palette has expanded away from a strictly monochromatic palette, introducing a warm brown tone to balance out the bold, harshness of black, bringing with it a touch of warm femininity.
We have created a brand that captures the unapologetic confidence and strength at the heart of the Base Body brand, communicating this idea at every touch point.