BRASIF: LOUNGERIE

Credits & Description:

Category: Small Scale Corporate Identity Schemes

Advertiser: BRASIF

Product/Service: UNDERWEAR STORE

Agency: ANA COUTO BRANDING & DESIGN

Date of First Appearance: Nov 25 2009 12:00AM

Entrant Company: ANA COUTO BRANDING & DESIGN, Rio de Janeiro, BRAZIL

Chief Executive Officer: Ana Couto (Ana Couto Branding & Design)

Creative Director: Danilo Cid (Ana Couto Branding & Design)

Branding Director: Raquel Goulart (Ana Couto Branding & Design)

Designer: Fernanda Salgado (Ana Couto Branding & Design)

Director: Gustavo Fagundes (Brasif)

Director: Eduardo Pereira (Brasif)

Marketing Director: Marcia Matsuno (Brasif)

Media placement: Shopping Bag - Loungerie Store - 25 November 2009

Media placement: Wrapping Tissue - Loungerie Store - 25 November 2009

Media placement: Candle Label - Loungerie Store - 25 November 2009

Media placement: Ribbon - Loungerie Store - 25 November 2009

Media placement: Custom Labels - Loungerie Store - 25 November 2009



Describe the challenges and key objectives

Right from the start, it became clear to us that our challenge was to take over the market’s gap and to create a new space in the minds of consumers. More than only a product with a name and a logo, we wanted a space that could welcome the sexy and the basic, fantasies and needs, where modern women could find a shopping experience that really understood and stimulated their many sides, their self-esteem and femininity.



Describe the brief from the client

There was a niche in the Brazilian lingerie market waiting to be explored. On one side stood sexy, lacy, expensive products. On the other, day-to-day affordable but lots of times boring underwear. The client indentified it and we were asked to bring a new brand to life, creating its name, logo, visuals, and creative and implementation strategy. This was to be done in a way that conveyed originality, fantasy and femininity, in order to put in the market a product that delivered the best of both sides.



Describe how you arrived at the final design

A lounge to sell lingerie or lingerie sold in a lounge? Both: Loungerie. More than only a brand, a memorable buying experience, a place where real women can express their many sides with freedom and well being. History tells us that the corselet and its tying ribbons are the ultimate symbol of female things and that Marie Antoinette became a synonym of female creativity, elegance, and fun. So we took the spirit of the undergarment and the queen and translated them to the ribbon that binds all the communication together: revealing and concealing, promising and delivering intimacy and sensuality.



Give some indication of how successful the outcome was in the market

Shortly after its launch, the brand became talk of the town, being praised in several fashion and female behaviour blogs, magazines and newspapers.