In 2009, Loungerie arrived to revolutionize the underwear sector with a new business model.

Offering a unique experience in high-end stores, we began to serve all customers with products that molded to each body type through the Perfect Bra, making us a benchmark for service, experience and quality in Brazil.


This project was put together by three designers, planners and the team at the Santa Clara agency. Makers was one of the designers on the team, in terms of branding, building the narrative, concept and campaign.
In this project, the fundamentals and expressions of the brand were conceived (social-cultural context, brand essence, archetypes, manifesto, action-attitude, discourse, visual), visual components and graphic language (logo, graphics, color palette, typography and graphic interventions), photographic expressions (image concept, technical guidelines, product casting image) and strategic executions (examples of graphic executions, keyvisual campaign, instagram, packaging and ecommerce).

Thus, the new identity began with the understanding that the brand’s purpose is to provoke each woman to express her individuality. Inviting each woman to be Bold, Close and Inspiring. We thus created an expressive language, an invitation to celebrate oneself.