Boddy — Your personal body care assistant. The challenge of creating a superhuman brand.
Taking care of your body is never just one thing.
It is what you eat, how much you move, your skincare, but also your thoughts. If you take care of your body in many ways that are different yet connected to each other, why would you have to pick dozens of products and services that will cater to one, holistic need?
This brand of the future reflects the dynamic where consumer needs and radical user centricity become the drivers of product design, rather than positioning and segmentation.
The moment we put the consumer and their individual needs at the centre, we can imagine new possibilities: one brand for different body care needs. Designed to listen, take into account individual rhythm, habits, even the weather. Giving the user a real-time advice on building an optimal body care routine, connected to a wide offering of products: snacks, skincare, workout accessories, supplements and more.
Connection, personalisation and synergy are the central brand values that guided this design process. The naming concept, a combination of ‘body’ and ‘buddy’, envelops them perfectly.
As the user stands central in the entire experience, the brand cannot be too outspoken, leaving room for personalisation and fluidity. An important direction was to give it a non-binary, inclusive feeling that celebrates body care without falling into gender stereotypes. It adjusts to the universe of its user, always within clearly delineated design criteria.
Boddy is a brand and a character at the same time. In order to avoid creating a gimmicky, mascot-like persona, we opted for an abstract representation of Boddy. An intelligent sphere evokes a friendly feeling of connection, highlighting its AI nature rather than trying to hide it.
