Business Problem

The Pink Moon, a plus size fashion brand, wanted to expand beyond apparel by testing a new product line of intimate wear without high operational risk.

Insight

Ongoing conversations within the brand’s community revealed that many women associated everyday underwear with discomfort and body anxiety. What they valued most was comfort, reassurance, and feeling secure in their own bodies.

Solution

I built the brand strategy for the new high-rise underwear line around the first layer of confidence by positioning it as an everyday essential. The product focused on fit, comfort, and non-rolling support. To keep the launch operational risk low, we used reusable zip packaging. I later executed the strategy through campaigns, photoshoots, website, WhatsApp and email marketing.

Tools used