Empress Lingerie Couture

Empress

A beautiful transformation. Revamping beauty to truly deliver on brand promise

VJ STUDIO was faced with the challenge of developing a new, more consistent look and introducing the brand as an international fashion label.

Empress Lingerie Couture

ELC Group is a family-owned company mainly focused on lingerie and swimwear. The company was founded by Adelaide Normandeau in 1967 in France. She launched a visionary brand based on her own credo "royal beauty".

Challenge

To overcome a degradation of the brand image, ELC Group was faced with the challenge of developing a new, more consistent look and feel. Just the type of rebranding process VJ STUDIO specializes in, managing from beginning to end.

A fresh look

We repositioned the brand by reactivating its heritage. To start, we suggested simplifying the name to "Empress" and defined the new brand attributes, creating a new "Crown" identity that opens up the brand to become a fashion label.

Empress

The new identity focuses on self-assured femininity and emotional sensuousness while stressing its "Royal" aspects and raising new awareness for the brand.

Empress

To build awareness, we developed an advertising campaign that was launched in major urban centers worldwide. The media buys included billboards, magazines and newspapers and online ads.

Empress Billboard Advertising