Underpinnings Lingerie is a family-owned lingerie business in Louisville, KY. They approached Studio HMVD for a brand identity for their retail store.
We were inspired to create an identity that showcased the meaning of the name, Underpinnings, which refers to architecture, underlying principles and foundational garments— how perfect! This led us to explore a very architectural primary mark, and site-specific store icons that can expand as they grow and potentially open new locations.
The founders have a mission driven approach to their brand, stocking the widest range of sizes in the Louisville area, and creating a welcoming, warm and open environment. This, paired with the demographics of the area and location of the store, drove us to create an identity that was both parts elegant, trusted and inviting.
- Kirsten Schofield, Co-founder at Underpinnings Lingerie