Womanhood is the new, modern and inclusive lingerie store stocking brands designed by women, for women. Recognising the lingerie industry was in need of a shake-up, founder Tanya Robertson wants to inspire women to feel great in their own skin—no matter their shape, type or style.
Womanhood
A brand identity for a lingerie retailer championing body confidence for real women.
The Womanhood belief is that we shouldn’t have to sacrifice comfort in order to look and feel good, nor should we sacrifice style to feel good. And lingerie definitely isn’t about gratifying the male gaze. The brand stands for representation, authenticity and women reclaiming their bodies. My brief was to create an identity that inspires self-love whilst celebrating the empowering diversity of all women.
Lingerie is synonymous with flirty and seducing silhouettes but there’s a new demand to reflect more diverse shapes and sizes. Using hand-drawn illustration we played with the idea that nobody needs to look or be a certain way to wear a Womanhood piece.
The hand-lettered signatures pattern is used as a central design asset to invite all women to feel included and empowered by our brand whilst championing the message that there is no single definition of how we should look or how we should be. Other visual styles such as torn papers, inks and collages further helps us celebrate how imperfectly perfect we women are.
The e-commerce packaging has been designed from recyclable materials and is fully recyclable. It brings together the curvy logo, romantic colour palette and playful illustrations.
Deliverables:
Brand identity, E-commerce Packaging, Illustration
Location:
London, UK
As seen in:
Related projects
Lydia’s Love Locks
A luscious brand identity for a hair supplement that helps women to feel good.
Hush Chocolate
Hand illustrated packaging design for women’s lifestyle brand launching a new range of blissful and indulgent…
Into The Wylde
A wild and evocative identity for an organic intimate lubricant brand.
booni doon
A brand identity for a zero-waste skincare brand rooted in science and inspired by nature.
Trepadora
Brand identity and packaging for a female-founded curly hair brand helping women fall in love with…
Eco at Heart
A brand identity championing a new range of plastic-free and zero-waste lifestyle products.