From curator to author

SWEATY BETTY

transformation from multibrand ‘curatorship’ to own brand ‘authorship.’

Sweaty Betty logo, with 2 large stylised letter SB shapes, one stacked above an inverted letter B, in grey with dashed red lines in the background, designed by Caulder Moore.

In an increasingly competitive market, Sweaty Betty needed to stand out and step up from fitness multi-brand retailer to serious lifestyle performance own-brand.  It needed a stronger, distinctive identity.

Interior of clothing store, Sweaty Betty with mannequins and racks of workout apparel, large digital screen on the wall, and customer browsing merchandise, designed by Caulder Moore.
“ A big part of our design ethos is to reflect and become part of a store’s local fitness community. Caulder Moore understand this from their work with us in the UK so were the natural choice ofcreative partners to help us open Stateside.”
— SIMON HILL-NORTON, CEO AT SWEATY BETTY
Interior of a Sweaty Betty store showcasing stylish activewear, vibrant displays, and a modern, fitness-inspired retail design.
A spacious, modern exercise studio at Sweaty Betty Store with white walls, wooden ballet barres, and minimal decor. On the wall, there is a quote that reads 'good things come to those who sweat.' Designed by Caulder Moore.

The creation of the SB badge has proved pivotal. Distinctive and versatile, it has connected the global Sweaty Betty tribe across both new product range and retail environments.

A black sign outside a Sweaty Betty store, displaying the phrase "No IFS, just good butts" in white text, with palm trees and parked cars in the background. Designed by Caulder Moore.
Poster of a woman with a top knot hairstyle wearing a oversized dark green sweater and floral leggings, standing outdoors with tall grass in the background in a Sweaty Betty store.
A large shopping bag hanging on a black iron fence with the text "Sweaty Betty London" and a small red flower logo at the bottom.
A person wearing a dark gray zip-up Sweaty Betty jacket with pink lettering on the chest and a black top underneath.

The definitive destination is No1 Carnaby Street.  Three floors of fashion, beauty, food and fitness amplify the whole wellness lifestyle experience, but not forgetting to celebrate the playfulness and fun.

Person wearing a Sweaty Betty navy sports bra with dotted sleeves and high-waisted navy athletic leggings with red and white side panels
Line drawing by Caulder Moore of a Sweaty Betty store with shelves of clothes, accessories, and a fitting room area in the background.
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Women joining the SB brand experience are inspired beyond just fitness … they are inspired for their own personal transformation.

Interior designed by Caulder Moore of the Sweaty Betty store with a modern, plant-filled lounge with hanging lights, a swing chair with a cushion that says 'Go to the gym,' potted plants, colourful lighting, wall art, and decorative furniture.
Neon sign that reads 'The Studio' on a white brick wall, with additional text '@ No.1 Carnaby' in a Sweaty Betty Store, designed by Caulder Moore.
People participating in a large group Sweaty Betty yoga class in an indoor studio with purple lighting, all performing a balancing pose with one leg raised and arms extended.
Text quote: 'I got 99 problems and they're all sore muscles' with a small red Sweaty Betty icon below.