Gemsli
Case Study
Upscale, yet understated- a brand refresh that meets market demands.
the challenge
How do you sell beautiful, comfortable lingerie to today’s modern, modest woman?
With an upcoming product launch, and eyes on expanding into national markets, Gemsli needed to elevate their branding to match their value.
what was their next?
While the goal was to create a brand that would feel modern and fresh, the design and language also needed to stay respectful of the brand’s current, more insular market.
This meant that garments could not be photographed on models, and messaging needed to be delivered with class - subtle and elevated.
We chose to set our sights inwards, positioning Gemsli not as another basic, top-drawer necessity, but as something special buyers can treat and treasure themselves with- every day.
Gentle, uplifting messaging, an elegant, calligraphy-inspired logomark, and a breathtaking palette of pastels added softness and femininity to every touchpoint.
the process
Beautiful packaging transformed the lingerie purchasing experience into one that customers would treasure- an indulgent (yet completely justifiable) gift of self-care.
Using premium lifestyle photography, the design team highlighted the quality and design of each garment, creating visual interest through carefully draped, soft, textured fabric backgrounds without using live models at all.
the results
The brand launched at the Curve NY 2022 tradeshow and received outstanding feedback from industry veterans.
Firmly positioned as the elevated choice in women’s lingerie, Gemsli gained space on shelves across the nation– in upscale stores and boutiques- but most importantly, in women’s closets.
