Birds and Boobs is a range of apparel created in partnership with Breast Cancer UK, the UK’s leading breast cancer prevention charity. I'm really excited about the launch of the range, and the potential to help start more conversations about breast cancer. It has been fantastic to be able to work with the team at Breast Cancer UK to help develop the strategy and design behind Birds and Boobs — as a creative passionate about using my skills for good this has been a dream project.
We started this process with plenty of conversations to enable me to get the best possible understanding of the organisation and the project — the aims, messages, key audience, etc. Speaking to a senior breast care nurse and friends who were going through treatment in addition to wider research was invaluable, and helped drive the strategy and tone of voice for Birds and Boobs. One of the most useful chats was actually with a friend who wouldn't be interested in wearing a t-shirt or any apparel which tries to start conversations about breast cancer — for her this is a really tough time in her life which she and her family are dealing with, she doesn't want to 'own' it, she wants to quietly get through it and then move on. And that's completely understandable. No one knows how they would deal with a cancer diagnosis, and it's not something I've had to face, so it was great to hear lots of different opinions. This led to the strategy of having a separate brand for the apparel range, to appeal to the audience who would engage with this without alienating others from the aims and ethos of the charity itself.
The Birds and Boobs apparel designs feature two birds — the Great Tit and the Great Horned Owl. These have been chosen for their playful nicknames (Tits and Hooters), the positivity of their common adjective (Great), and their symbolic meanings. Great Tits are known for their unique personalities, their strength, the boldness and for being sociable. They are also thought of as healing according to Welsh mythology, and believed to bring good luck and happiness in Estonian folklore. Great Horned Owls are also known for their strength, ferocity, courage and beauty, and according to Indian mythology, symbolise good luck and love. These attributes fit with our target audience of strong, fierce, brave, beautiful, empowered individuals, who together could join the Birds and Boobs flock.
The logo mark was inspired by the Great Horned Owl, but also depicts breasts and a flying bird, symbolising pride and freedom. The brand typeface has been chosen with strength, inclusivity and unity in mind. Bayard was developed by the foundry Vocal Type, who advocate for greater compassion and equality in the design industry. The typeface itself was inspired by the 1963 Washington March for Jobs and Freedom, and has since been used as part of Women Now, a powerful exhibition in Melbourne, and in the Atavist magazine, showcasing the stories of black mothers. The protest nature of the typeface was also a good fit for the No EDCs design (or Endochrine Disrupting Chemicals — which have links to breast cancer and other health problems).
Alongside the digital versions of the t-shirt featuring the logo marks and protest t-shirt, we felt that a couple of handmade designs would be a good edition. These have been drypoint etched by myself and printed using traditional presses.
It has been a joy to be involved in this project, and I look forward to helping Breast Cancer UK grow the Birds and Boobs brand in the months and years to come. I hope that the range will open up more conversations about breast health and allow lives to be saved as a result.
You can buy the range here, and click here for a testimonial.