For Femina’s brand update, we built a world where women could choose to be whoever they so wanted, selecting their own femininity - as a seductress, mother, natural beauty - while marrying the brand’s experience of what women want. We first changed the brand’s palette from heavy blacks and strong whites to softer, more feminine tones of natural pinks and soft grays.
The visual language was refined to be more aesthetically pleasing and alluring, and softer, more feminine textures such as lace were ADDed to the collections, while paying heed to the sensory world inspiring the brand. In the stores themselves, we developed a further sense of privacy and sensuality, to communicate the hidden sense of female sensuality
