Defining an Evolving Luxury Lingerie Brand
Evgenia is self-described as “fine lingerie for the modern heartbreaker”. This rapidly growing luxury brand provides pieces for women that are both versatile and beautiful, merging intimate styling details of the past with modern cuts. Unique from other lingerie brands, their collections are not meant solely for the boudoir. Instead, they are intended to be funtional inner-outwear.
In 2015, Spark led the rebranding of the logo and accompanying print collateral.
- Logo Design
- Style Guide Development
- Catalog Design
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As Evgenia worked to define their brand story, it was becoming clear that their current solution had been outgrown. What began as handmade brand on Etsy under the name Honeycooler Handmade was now maturing into a highly coveted luxury line. Provided with an updated name, the design team had the challenge to create a new mark that represented both the brand’s homespun origin while supporting the refined, high-end label it had become. It was important that this mark could live long-term, staying visually relevant alongside each evolving collection.
What We Did
Spark worked closely with Evgenia to truly understand the origins of the newly chosen name and what they considered as direct brand influences. Through competitor research and an exploration of relevant fashion history, Spark identified specific design elements and typography that could be leveraged to build Evgenia’s newly shifted story.
Based off these findings, the design team created several educated and purposeful iterations, each with a slightly different focus. Spark ensured each logotype was memorable yet classic; it was particularly important that each mark was versatile, working with and not against any future collection Evgenia was to produce. After a refinement period, Spark worked quickly to finalize the logotype, including a supplementary mood board complete with supporting typefaces and colors that Evgenia could lean on as they continued to build out their new brand.
Once the look & feel was established, Spark was responsible for applying the rebranding to select vital print elements, including labels and hang tags. Spark also created a template for several collections’ look books that began to share the refined look and feel in a public setting. Using full-bleed imagery paired with substantial white space, Spark established a strong editorial style that could be seamlessly applied to past and future collections.
“Spark DSG has been instrumental in creating a powerful brand story for Evgenia. In the highly competitive world of apparel design, it’s difficult to stand out, but the shift of my brand story from handmade on Etsy to ‘fine lingerie for the modern heartbreaker’ is largely due to the hard work of Spark DSG. I can now walk into press desksides and buying meetings with a fully realized brand experience, one that marries to my lingerie beautifully, and one that I’m exceptionally proud of.”
- – Stephanie Bodnar