Maidenform
BRAND STRATEGY
VISUAL IDENTITY
ART DIRECTION
PHOTOSHOOT
PACKAGING DESIGN COLLATERAL & PRODUCTION
Bra and underwear brand Maidenform®
was launching a new line.
Targeting millennial women in their 30s and 40s, Maidenform® wanted to develop a franchise specifically for Target® that would stand apart from other Maidenform® franchises sold big box stores like Walmart™.
We gave the logo a refresh…
We included Self Expressions®, the name of the Target® line,
while keeping the brand’s existing colors and type.
Built out a brand identity…
We wanted the Self Expressions® line to look more high-end and like it could be sold at a department store. We drew from Maidenform®’s existing look and feel but elevated the Self Expressions® line through the color palette and visual identity. We emphasized the importance of using a variety of skin tones and minimal retouching to make the product feel inclusive and accessible.
and designed assets for the launch.
We produced a photo shoot for the entire catalog of bras and underwear, using models in line with the newly established Self Expressions® identity. We designed packaging and tags and the look and feel of the digital assets for the Target® website.
