Livity has successfully launched a fresh and dynamic brand identity for the breast cancer charity CoppaFeel!, aimed primarily at the youth of the UK. The remodelling has rejuvenated the logo, design components, and colour scheme. Additionally, it employs strategic branding messages to amplify the importance of routine chest checks.
CoppaFeel! was the brainchild of Kris and Maren Hallenga, who founded the charity in 2009, after Kris’s breast cancer diagnosis at 23. The charity has since led several transformative initiatives, including a landmark parliamentary campaign and the first airing of a nipple on national television. The driving force was, and is, the emphasis on early detection through routine self-checks.
The rebrand aimed to mirror the charity’s impact while connecting with a diversified audience. A youthful and accessible design centred on tactile typography was adopted.
Livity’s youthful redesign of CoppaFeel!
The design approach, couched as ‘urgent squish,’ successfully blends jovial elements with the gravity of the charity’s mission. This balance introduces a sense of humor and empowerment in a cause otherwise marked by seriousness.
To provide a youthful yet authentic design, the team incorporated valuable insights from actual young people throughout the rebranding process. Lucy Harmony Grimes, Livity’s key designer, states that moulding a design around the youth is about spotting trends, comprehending their pertinence, and integrating them into the design to resonate with a younger audience.
The rebranding journey concluded with a day-long photoshoot. The final set of images demonstrated the equilibrium between the charity’s lighthearted nature and its serious message without instilling fear. The campaign pivots on regular self-checks and early detection of breast cancer.
Livity further presented the charity with a set of purposeful icons portraying various breasts and chests. These played a pivotal role in CoppaFeel!’s educational campaign, promoting understanding, prevention, and eventually, comfort with one’s own body. Thus, the ingenious rebranding exercise amplifies self-love and health consciousness among the charity’s primary audience.
