Overview
Moove is a Beijing-based fitness brand founded by Marie, a German yoga teacher, fitness coach, and mother of three. With a deep belief that fitness is a vital part of entering and moving through motherhood, Marie set out to create a brand by moms, for moms. Moove’s mission is to empower women, especially mothers, to feel strong, healthy, and confident through specialized pre- and postnatal fitness programs and thoughtfully designed activewear.
Problem
Marie noticed a significant gap in the fitness and wellness industry: there were very few options tailored to the unique needs of women during and after pregnancy. Most gyms and fitness brands focus on general wellness, overlooking the importance of safe, accessible, and empowering pre- and postnatal exercise. In addition, the activewear available in the market often failed to accommodate mothers’ bodies or reflect their lifestyle, leaving women underserved at a crucial time in their lives. And there fore needed a brand that reflected her vision.
Solution
We partnered with Moove to build a distinct brand identity that communicates empowerment, strength, and community. Our work included:
Designing a cohesive visual identity (logo, color palette, typography) aligned with the brand’s values and unique selling point
Creating a brand concept and messaging that emphasized Moove’s unique position as a fitness brand designed by moms, for moms.
Designing merchandise concepts to support future expansion into activewear manufacturing.
