A brand identity for a lingerie retailer championing body confidence for real women.

Womanhood is the new, modern and inclusive lingerie store stocking brands designed by women, for women. Recognising the lingerie industry was in need of a shake-up, founder Tanya Robertson wants to inspire women to feel great in their own skin—no matter their shape, type or style.

The Womanhood belief is that we shouldn’t have to sacrifice comfort in order to look and feel good, nor should we sacrifice style to feel good. And lingerie definitely isn’t about gratifying the male gaze. The brand stands for representation, authenticity and women reclaiming their bodies. My brief was to create an identity that inspires self-love whilst celebrating the empowering diversity of all women.

Logo for Womanhood lingerie brand identity
Ecommerce mailing packaging for Womanhood lingerie with bra

Lingerie is synonymous with flirty and seducing silhouettes but there’s a new demand to reflect more diverse shapes and sizes. Using hand-drawn illustration we played with the idea that nobody needs to look or be a certain way to wear a Womanhood piece.

Group of hand illustrated ladies in mix and match bras and knickers
Six women standing proudly in Womanhood black lingerie
Hand illustrated lingerie pieces for Womanhood brand identity

The hand-lettered signatures pattern is used as a central design asset to invite all women to feel included and empowered by our brand whilst championing the message that there is no single definition of how we should look or how we should be. Other visual styles such as torn papers, inks and collages further helps us celebrate how imperfectly perfect we women are.

Hand lettering Womanhood word pattern for brand identity
Polaroid collage celebrating women in Womanhood lingerie

The packaging has been designed from recyclable materials and is fully recyclable. It brings together the curvy logo, romantic colour palette and playful illustrations.

Recyclable ecommerce mailing packaging for lingerie
Hand illustrated ladies in lingerie for Womanhood brand identity
Ecommerce mailing packaging for Womanhood lingerie with illustrated ladies
Lingerie packaging box for Womanhood with illustrated ladies Lingerie packaging box for Womanhood with illustrated ladies
Hand illustrated woman in white bra and knickers on purple background
Postcard designs for Womanhood brand identity

Lifestyle photography courtesy of Womanhood and packaging photographs by our supplier Progress Packaging.

Read more about what it’s like to start an e-commerce business on Founding Notes, where I speak in depth with Tanya about digital tools, audience reach, and using an online community to champion body confidence.