We were delighted to be chosen to refresh Maidenform Intimates. The inventor of the bra and all things lingerie, Maidenform is the historical expert on women’s undergarments. Today, however, the brand is not known to younger audiences. Our charge? To make Maidenform relevant again!
BREAD wrote The Book on Maidenform, essentially rewriting the company history as a 100 page brand story. Full of anecdotes and significant moments in women’s undergarment movement, it serves as both an engaging conversation piece and a vision document for Maidenform’s path forward.
Excavated category truths from focus group research
Formulated new messaging and positioning
Refreshed current logo to resonate with a modern consumer
Extended the brand vernacular through patterns and marks
Developed a new brand voice and attitude
Brainstormed new products and alliances
Created The Book to tell the new story of Maidenform