Client: Rhye Intimates
Scope: Audience avatars, Tagline, Brand Strategy, Brand Design, Brand Story, Packaging, Website, Copywriting


Rhye Intimates came to us with an idea - to create an underwear subscription that gives back. They weren’t going to be your cheap, daggy underwear though, they wanted to make women feel good about themselves while wearing them.


Starting with audience avatars to guide who we were talking to, we create a strong tagline and a brand strategy that combined the do-good aspect with the feel-good-about-yourself aspect. This led to sleek, minimal design inspired by the curves of womens’ bodies and natural tones.

To connect with the right demographic, the brand’s voice became slightly cheeky while still providing empowerment. The imagery was lead by the confidence and embracing of their bodies that women would feel in the underwear.

These cumulated into a strong strategy-led instagram that encapsulates the brand.