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PAULA FALAVIGNA
creative director
MAIDENFORM
Project executed during the 'pitch' process for MaidenForm. A collection of creative expressions was crafted to redefine the brand’s identity, along with accompanying materials to illustrate the potential activation of these concepts. The deliverables included a refreshed brand identity, custom labels, curated photographic content, and distinctive icons.
Creating the worlds
Brainstorming
Narrowing down the options
Creative reviews
THEMES & LOGOS
Touch of femininity
- Soft femininity - Lighthearted - Beauty and comfort everyday - Delicate elegance
Touch of femininity
Youthful line
Modern Chic
- Modern femininity - Structural, supportive, foundational = performance - Reliable - Elegant and sophisticated
Modern Chic
Youthful line
Soulful Maiden
- Playful with an edge - Everyday wear - Dreamy - New to the category
Soulful Maiden
Youthful line
TAGS & PATTERNS
Final product – Route 02
Tag and hangers for main line
Final product – Route 02
Tag and hangers for the youthful line
Pattern board
Route 02 pattern designs
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