VF Intimates charged us with leading the launch of its first new brand in over fifty years, one for the Full-figure Intimates category. Through the process of distilling its Brand Soul, we identified the negative tone of the category’s language toward its consumer (plus-size, full-figure) and chose “curvaceous” to define her instead. Along with a new category, a new promise was born: sensual & liveable intimates for the curvaceous woman. We tapped entertainment powerhouse, Queen Latifah, and named her Curvation’s first lady. Led by our curvaceous spokesperson, the new attitude quickly translated into sales well beyond projected expectations in the first year and paved the way for expansion into a Curvation Megabrand.
Full project included Brand Essence, Naming, logo and identity, Brand Communications including Packaging, POS, Website, and Print Campaign, Launch Event Branding, Marketing Collateral, On-going Brand Shepherding. Check out this press clip for some words from the Queen herself.
Concept & Copy: Lio Spiegler
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