UVU luxury sports brand to launch with North Pole pop-up

FreshBritain has created the products, identity and brand language for UVU, which will launch in April during the North Pole marathon endurance event.

The consultancy was appointed to the project about two years ago by the brand’s investment company. It was invited to meet the company due to its credentials working with other  performance brands such as Nike, Salomon and New Balance.

Bob Sheard, creative director of FreshBritain, says, ‘The major insight into running marathons is that at the point you reach physical exhaustion you’ve still not finished the race – you have to elevate mental resolve over physical exhaustion to carry on. It’s mental versus physical self -you V you. That’s a very relevant metaphor for life in general as well as for sport.’

The products were developed alongside ultra marathon runner Richard Donovan and also used input from AB Volvo industrial designer Herve Bértrand.

The branding uses a black and white colour palette and overlaid UVU lettering on the logo, which was designed by Steve Laverty, design director of FreshBritain. The identity will be seen across all touch points including the website, which is also being designed by FreshBritain.

Sheard says, ‘As a logo it’s pretty straightforward. It’s a very honest logo with a purity and a balance: that’s very strong, If you talk to an endurance runner they reach an epiphany and they carry on.’

The branding is rolling out this month to stakeholders and key parties ahead of the brand’s official launch on April 5 to coincide with the North Pole Marathon and the 100th anniversary of Scott’s visit to the Antarctic. The marathon will see the launch of the North Pole’s ‘first pop-up shop’, according to Sheard, and marathon runners will be wearing UVU kit. The North Pole pop-up shop will link back to the UK via satellite for the launch.