It starts with Wacoal


Repositioning the Wacoal Lingerie brans, with a visual identity update and full launch campaign

Wacoal Lingerie

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.

The solution

We developed ‘It starts with Wacoal’ as a positioning statement that established their products as the foundation to women’s every outfit, every day. We came up with an ‘undressed-to-dressed’ concept that boldly demonstrated how Wacoal Lingerie was the secret behind almost any beautiful outfit. We developed this as a full campaign, for which we produced assets targeting both B2C and B2B audiences across multiple platforms.

Wacoal Basic Beauty
Wacoal Izumi
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