Rebranding a boutique lingerie line

Brand Challenges: Andree Ciccarelli’s lingerie line is hand-made, made-to-order lingerie marketed toward young women who are tired of the typical options from mass market retail. The brand needed to reflect the boutique quality of the lingerie, and avoid the pitfalls of mainstream retail lingerie branding.

Competitor Research: Differentiatiors include the custom fit, hand-made lingerie, the luxurious materials, and the marketing aimed specifically towards young women.

Creative Solution: I used captivating photography of young, 20-something women in New York, with a fresh color palette and an artful, boutique website, to differentiate Andree Ciccarelli from mainstream companies like Victoria’s Secret.

Date: 28.08.2015