Premium activewear brand unveils new identity ‘for the women growing bolder’

Premium activewear brand for women over 40, Lagatta, has unveiled a strong and bold new brand identity, developed with the help of design consultancy Underexposed that seeks to defy stereotypes and moves the brand into a more positive, active space.

The new identity moves away from a focus on ‘worry-free’ wear and benefits around peace of mind. Underexposed honed Lagatta’s brand purpose and crafted a story that resonates with the strong, independent over 40 consumer. Harnessing bold colour combinations and gradients to represent body forms and movement, the new identity appears more confident.

“We knew Lagatta wanted the world to take notice, so we helped them develop a positioning and tone of voice that hit stereotypes where it hurts. It’s a strong and vibrant brand that shakes things up, just like the women who wear it,” says Andy Broadwood, creative director of Underexposed says.

Brand assets feature lines including ‘For the women growing bolder,’ ‘Age is just a number. Mine’s higher than yours,’ and ‘The freedom to be more you.’