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