Boddy™ - concept brand

In order to bring the concept of a superhuman brand to life,
we created Boddy™.

With this fictional hybrid body care brand, we illustrate a possible evolution of consumer brands towards platforms that bring together a variety of products and services under one name. The starting points are consumer needs and user centricity, rather than positioning and segmentation.

Taking care of your body
is never just one thing.

It is what you eat, how much you move, it is 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?

The new branding returns to cd&v's roots but in a contemporary way. The brand feels more accessible, more human, and invigorated.

Boddy™ requires a brand system that can function beyond the market sectors and gives a trustworthy feeling of personal, intelligent assistance.

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.

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.

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.

Boddy™ functions in the market of the future where sector-driven branding standards become irrelevant. That’s why we opted for solutions in which the brand becomes more of a canvas for personalised messaging.