Identity design and application for a new women’s active wear brand
Molly Dooker offers a range of boxing and fitness products aimed
specifically at working-class women who take their fitness and
competitiveness very seriously. The client specified that the identity
embody a tone of voice of hard, tough, gritty and edgy, whilst still
maintaining a sense of femininity. The identity is inspired by the concept
of ‘blood, sweat and tears’.