Project My Basics Corporate Identity
Client Women Secret / Grupo Cortefiel
In 2004 women’secret launched a new line in everyday basic underwear: my basics. A refined, basic logo underlined by a line of six warm, feminine colours representing its six categories.The image is linked to the brand’s personality in all its applications. It aims for simplicity, sensitivity and practicality.Our work encompassed all the brand’s areas: naming, corporate identity, art direction, in-store communication, sales network communication, shop furniture, packaging, etc.
The new packaging for women’secret communicates feminism and warmness with rounded edges and the surface feel. A modular system allows you to form six unequal sizes with only three different forms. The furniture design makes one remember a library system.
Texts: Clarissa Sánchez
Industrial design: Emiliana Design Studio
Photography: Jan Welters