The mission of luxury lingerie brand PrimaDonna is to create stylish lingerie with a superior fit for women with a larger cup size.
Stunning lingerie that fits like a glove and makes you feel confident and feminine. Brimadonna new identity is modern and exclusive brands designed by women, for women.
branding / retail
PROGRAM: Brand Identity Design, Website Design, Ecommerce, Packaging
ART DIRECTION: Christophe Remy
COLLABORATORS: AIR Agency
THE PRIMADONNA BRAND BELIEF IS THAT WE SHOULDN’T HAVE TO SACRIFICE COMFORT IN ORDER TO LOOK AND FEEL GOOD, NOR SHOULD WE SACRIFICE STYLE TO FEEL GOOD. THE BRAND STANDS FOR REPRESENTATION, AUTHENTICITY AND WOMEN RECLAIMING THEIR BODIES.
Our goal was to create an identity that inspires self-love whilst celebrating the empowering diversity of all modern women. Lingerie is synonymous with flirty and seducing silhouettes but there’s a new & modern demand to reflect more diverse shapes and sizes.
The font signatures pattern is used as a central design asset to invite all women to feel included and empowered by our brand whilst championing the message that there is no single definition of how we should look or how we should be. Other visual styles such as silk papers, inks and soft color and powder packaging effect helps us celebrate how imperfectly perfect we women are.