Creating an identity for a brick & mortar, size-inclusive lingerie store. Alright!

Creating an identity for a brick & mortar, size-inclusive lingerie store. Alright!

Underpinnings Lingerie

Brand Strategy & Visual Identity
Collateral Design
Signage Design
Website Design

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.

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Storefront
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“I cannot speak highly enough of Studio HMVD's services. From our initial phone call to our grand opening, Heather-Mariah held our hands and treated our ideas with respect and courtesy. We were able to open our store, Underpinnings Lingerie, with the polished, professional face we had dreamed of, and I cannot overstate how integral they were to the entire process.”

“I cannot speak highly enough of Studio HMVD's services. From our initial phone call to our grand opening, Heather-Mariah held our hands and treated our ideas with respect and courtesy. We were able to open our store, Underpinnings Lingerie, with the polished, professional face we had dreamed of, and I cannot overstate how integral they were to the entire process.”

- Kirsten Schofield, Co-founder at Underpinnings Lingerie

Values
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Website

Underpinnings Lingerie has been featured in local press, with customers often traveling from over 50 miles away to shop their wide range of sizes and price points. They've hired a staff of highly train bra fitters, hosted events and developed into a new staple of the neighborhood.

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Curious? Email us:
info@studiohmvd.com

Curious? Email us:
info@studiohmvd.com

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We'll interpret your dreams
newbiz@studiohmvd.com

We'll interpret your dreams
newbiz@studiohmvd.com

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