Panache

The challenge: from product extension to brand destination

The Sculptresse range was perceived as a product extension of Panache, not a brand in its own right. Our objective was clear. Help the team reposition Sculptresse as a standalone brand with a distinct identity and a compelling market position.

With an existing portfolio already serving the fuller-busted customer, the key challenge was articulating what truly differentiates Scupltresse from Panache. Without a clear answer, the sales team found it challenging to convincingly pitch the brand to retailers, and without retailer buy-in, consumers would never get the chance to discover it.

The solution: a brand built on a gap the market had ignored

Fuller-busted, fuller-figured women had spent a lifetime struggling to find lingerie that both felt and looked good. The category had consistently failed them, treating comfort and style as mutually exclusive. The client team had already built a deep understanding of this customer, so Sculptresse’s starting point was clear: to reflect the real experiences of women who had been listened to, and design in direct response to their needs.

By combining technical expertise with beautiful design inspiration, the brand was already meaningfully differentiated. We simply needed to articulate that story and bring it to life.

We repositioned Sculptresse around a single idea: Lingerie that understands you. A comfort-first brand, with style that doesn’t compromise. A brand that champions intelligent innovation shaped by the lived experiences of real women at it’s heart. We defined the brand character as a quiet force of expertise, one that listens first and acts with purpose, differentiated by empathy, confidence and ease.

With a clear, ownable position established, the sales team had a story to tell. Working with the existing logo we developed a new visual identity system and campaign platform, delivering a refined colour palette, typography, art direction and graphic equity that embodied understanding and strength. The team was equipped with a full suite of social templates and brand tools to ensure consistency at every touchpoint.

A comprehensive campaign toolkit brought the strategy to life in a way that felt tangible and easy to activate. At its centre was a hero brand film to showcase the evolution of Sculptresse through stunning product detail and an authentic brand voice. This was supported by digital and print brand story materials that clearly articulated the transformation and strategic opportunity to internal teams and retail partners.

Campaign communications were carefully phased, moving from exciting to educational and finally to enabling with practical sales tools and support. Alongside this, a focused two-day studio shoot delivered a versatile library of stills and video content designed to work across social, ecommerce, retail POS and press materials. Every element was built to strengthen confidence, sharpen clarity and generate real commercial momentum.