case study - Azuree lingerie

Crafting a Rebel Luxury Brand for Every Body.

her goal

I wanted a brand that was exclusive and makes women of all sizes feel seen.

The process

Azuree envisioned a lingerie brand that defied convention, a luxury experience that made women of all sizes feel seen, beautiful, and powerful. The challenge was to move beyond traditional branding and create a visual identity as rebellious and custom-fit as her products.

We partnered to build a brand from the ground up that was as daring and individual as its clientele.

phase 1 - rock solid foundation

The rock-solid foundation & the "Rebel" archetype

The strategy was clear from the start. We identified that Azuree’s dream client wasn't shopping for lingerie to hide; she was seeking statement pieces to express her confidence.

The brand needed to champion the "rebel" spirit, empowering women to "honor their natural self" and wear their beauty on their own terms. This core idea became the North Star for all design decisions.

phase 2 - decide on visual direction

A visual identity that dares to be different

Azuree chose to fully embrace the "Rebel" aesthetic. The moodboard was young, fresh, and intentionally disruptive.

A bold pop of color was introduced to reflect the brand's dynamic energy and confidence. This visual language was designed to stand out in the luxury market and speak directly to those who dare to be different.

My moodboard

The color palette

phase 3 - final designs

Bringing a disruptive luxury brand to life

We translated the "rebel" strategy into a tangible world:

A custom, memorable logo that conveys creativity and innovation.
Eye-catching patterns and illustrations that reinforce the bold brand personality.
Luxurious, disruptive packaging that creates an unboxing experience worthy of a statement piece.