CoppaFeel brand refresh aims to reach a new generation

The charity has worked with Livity to encourage young people to check their chest

Georgie Moreton

Deputy Editor, BITE Creativebrief


To extend its life-saving message and encourage young people to check their chests, CoppaFeel has teamed up with youth specialist agency, Livity, to launch a new, refreshed brand identity.

As the UK’s only breast cancer awareness charity for young people, the organisation’s refresh aims to reach new audiences and better engage young people. By crafting a new, updated identity, CoppaFeel hopes to better capture attention and serve as an immediate reminder for audiences to self-check.

To create the new visual identity, Livity worked closely with the primary target demographic of 18-24 year olds throughout the planning and creative process to gain insights into what resonates with the audience. The updated identity includes a refreshed logo and strapline, a new dynamic colour pallet and visuals that embody the spirit of the brand while injecting fresh energy.

 ‘Our aim was to craft an identity that acts as an immediate reminder for audiences to self-check. Through a distinctive, tactile, squishy logo, we sought to imbue the branding with the spirit of CoppaFeel!, effectively conveying its message through a visual metaphor that feels both unique and unmistakably associated with breast cancer awareness.’ says Lucy Harmony Grimes, Lead Designer at Livity.

Images encouraging young people to check their chests to help spot the signs of breast cancer early on feature people from all different backgrounds and genders. While women are more likely to be affected by breast cancer, roughly 400 men are diagnosed with breast cancer every year in the UK, and trans and non-binary people have been reported to experience a higher incidence of late-stage diagnosis due to healthcare inequities.

Championing the charity’s inclusive ethos to reinforce how important it is that all people check their chest, the new dynamic visual identity resonates with young people while spreading a life-saving message.