Brand Strategy
Visual Identity
Art Direction
Photoshoot
Packaging Design
Collateral & Production
Maidenform x Target
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 in big box stores like Walmart.
The Project
Maidenform set out to create a line that appealed specifically to millennial women who valued style and sophistication in their everyday essentials. The challenge was to design a brand identity that looked more elevated and high-end than their Walmart offerings, appealing to Target’s design-savvy customer base.
The new Target line needed to strike a balance between standing out on shelves and remaining true to Maidenform’s recognizable branding codes, including its signature bright pink color and logo. By differentiating this line visually and conceptually, Maidenform aimed to redefine its presence in big box retail while maintaining its core identity.
What We Did
To bring this vision to life, we refined the Maidenform logo and created an updated packaging system, color palette, typography, and web design that reflected a more sophisticated aesthetic. The creative direction emphasized an elevated look while staying approachable and accessible, perfectly aligning with Target’s customer expectations.
Our process began with thorough research into millennial trends, competitor analysis, and retail branding best practices. The insights from this research informed a design that balanced Maidenform’s established identity with a fresh, modern appeal.
One of the unique challenges was working within Maidenform’s brand codes, such as maintaining the iconic bright pink, while still ensuring the design felt upscale and differentiated from their Walmart lines.
“Vanessa delivers great creative on time, on budget and on point. Her inherent understanding of the process of taking an idea and making into a marketable product - whatever that may be- makes her easy to work with.”
-Jennifer Barazani,
Senior Art Director
The Result
The new branding successfully positioned Maidenform’s Target line as a more premium offering in the big box market, helping it stand out to millennial shoppers looking for everyday essentials with a touch of elegance. The elevated look resonated with the Target audience, creating a clear visual distinction from Maidenform’s Walmart lines while staying true to the brand’s overall identity.
This project showcased how thoughtful design can elevate a product line, making it accessible yet aspirational, and ensuring it aligns seamlessly with both the retailer’s and customers’ expectations.
