Maidenform Sport
Maidenform was founded in 1922 as a rejection of the flat-chested flapper styles of the day, embracing a woman’s natural curves. The premise paid off, as today it stands as one of the more recognizable intimates brands. In an effort to expand into the fastest growing segment of the market – athletic apparel – The Design Office Of John Murph was invited to assist in crafting a narrative to introduce a new Sport collection. The challenge was to frame a message that spoke to the core Maidenform consumer with a credibility that registered with the new “athleisure” trend in fashion.
Brand Strategy | Logo | Print | Copywriting | Advertising | Retail Signage | Packaging Design | Photography Direction
This began with an overture statement of sorts, for a test of proof of concept. It then led to an open-ended design exploratory for POS and packaging that was familial in tone with conventional Maidenform collections, but also stood apart with a distinction for the more sport-minded consumer.
All of the intimate apparel brands managed by Hanesbrands face uphill battles with respect to promotion in store. It's a rare occasion that a retailer will grant an individual brand the right to position promotional POS or signage. As a result, the packaging itself often has to do the heavy lifting.
The Maidenform Sport packaging real estate was carefully designed to maximize efficiency and communicate key features and benefits quickly and clearly. This effort included the creation of a library of icons that assisted in visualizing benefits for the consumer.
The standard packaging configuration was broken down into three key elements: (A) The Collar Tag, which served as a main broadside and featured a two-panel design that wrapped over the hanger when the garment is on display; (B) The Hang Tag, which was swift-tacked to the right side of the garment to highlight additional details; and finally (C) The Merit Tag, which would be used to indicate the bra size in question.
The Design Office Of John Murph produced a series of fast paced, high energy videos that promoted the individual bra styles featured in the Maidenform Sport collection.