It starts with Wacoal
Wacoal
Repositioning the Wacoal Lingerie brands, with a visual identity update and full launch campaign
The challenge
Wacoal Lingerie had long been seen as a brand that occupied a similar territory to upmarket European brands. This, however, didn’t reflect their product offering, which had evolved over time to incorporate more everyday essentials and solutions-focused products, including lingerie drawer staples like moulded and strapless bras, and shapewear.
The brief
We were briefed to help evolve Wacoal Lingerie’s positioning and update their visual identity to better reflect their new direction.
Using emotional intelligence
When you can trust lingerie in the way that you can with Wacoal, you experience a sense of wellbeing when you wear it beneath your clothes. To allude to this feeling and to the notion that Wacoal’s solutions-based products are the foundation to any outfit, we created ‘It starts with Wacoal’ as a positioning statement. We came up with an ‘undressed-to-dressed’ concept that boldly used reversed footage.
The solution
We developed this as a full campaign, for which we produced assets targeting both B2C and B2B audiences across multiple platforms.
