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Femme Brand Identity

Updated: Jun 28

Rebranding An Lingerie Boutique

About the Bra is a Calgary-based lingerie boutique on a mission to shift the narrative that currently surrounds femme bodies into a tone of inclusion, knowledge and a celebration of self-sensuality.


Aware, sensual, and exuberant, About the Bra is an empowering brand that creates space for people to feel beautiful. This message is what we aimed to illustrate through this visual identity. The client had purchased a lingerie company whose existing branding did not speak her language. With a desire to boldly empower women, scale her business she came to the Atelier for a complete rebrand and a simple storefront redesign. Our client was drawn to bold shapes and soft colours. The juxtaposition of these two elements encapsulates divine femininity and brings it into the visual branding.

About the Bra store front.

The logo concept is an abstracted monogram that echoes and symbolizes many of About the Bra's brand values. It is crisp and minimalist, but the femininity is embedded in the mark through the shapes that echo female body parts. When looking at the mark from an angle, it echoes a disjointed heart. This takes a traditional icon and contemporizes it to represent the culturally current ideologies pertinent to the brand.

The foundational visual branding was expanded to a comprehensive identity. Drawing from Henri Matisse's Blue Nudes series, a fauvist set of graphically abstracted bodies was added as a brand asset. These bodies were used in the packaging design and on the businesses' social media.

About The Bra packaging paper featuring drawn female figures

Print collateral was developed as well, using black and white imagery of different bodies.

The fonts and colours established were used for daughter brands, About Silks and About Self-Love, under the same umbrella company.

Does your brand clearly deliver the message that you would like to send, look beautiful, and resonate with your ideal clientele? Reach out, and let's talk about creating something delightful for your business.

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