As a start up founded under 5 years ago, MeUndies has done a lot of great work to become a force to be reckoned with in the underwear industry. But their visual identity had not kept up with their fast-faced growth. After extensive work auditing the brand, as well as assessing its goals for the future, we took on the task of refreshing every facet so it becomes strong, dynamic, scalable, and differentiated in the underwear space.
A few key criteria were addressed. First was legibility, key for small digital applications and larger, dimensional brick-and-mortar applications. Secondly, flexibility, so it can evolve with the roadmap and more importantly, the unknown. Lastly, as the brand evolves, we wanted to be sure that there was an ownable element within it. Something that can live independent of the word 'undies' and becomes identifiable on its own.
We then explored the evergreen photography system and came up with a sustainable way to create premium images, infuse the personality of the brand, shift with seasonality and keep budgets reasonable.
PRODUCT ONLY IMAGES
We then brought all these elements together, along with a new, refined take on the online experience. Change can be risky, but we achieved it all while increasing conversions and time-on-site, decreasing bounce and leaving people with clear impressions of the brand.