Naming + Strategy
Wildbelly is about meditative wildness found in the outdoors, altruism and living with intention.
We are always striving to create brands that speak to the soul on a deeper level. Initially, the client wanted a mountain lodge located in the city. While we shared the enthusiasm for this new brand, we knew we had to push the concept of a city lodge further. Our client Joey is deeply spiritual and altruistic so we decided to take the time to understand his why. We learned of his life-changing journey through South America, his love for active meditation whilst flying down a black diamond and his true passion which is giving back to people in need. The result is a movement called Wildbelly.
The Wildbelly logo is inspired by the black diamond you may see at a ski resort. We always take into account the target audience when designing, and we knew that the audience would associate this mark with something they love and understand immediately. While this is an icon for those familiar with the slopes, we believe we can add significance to this mark and make it stand for something deeper in Denver and beyond. Ideally, we want to see people wearing this logo on t-shirts, putting these stickers on their cars and other personal items, and embracing what the brand stands for.
After much consideration, research and evaluation of the USP, we finalized the name Wildbelly. This type of name is called a composite, where we select two different words to make one. Composite names are often used when a name needs to communicate a balance of different attributes. Balancing two different attributes for Wildbelly was important to address the brand’s manifesto.
Wild stands for the intentional wildness of the brand and the partaking of anything with a potential for danger.
Belly stands for being intentional and present through diaphragmatic breathing.