Tu Lingerie required a rebrand, as their existing packaging had been in stores for over a decade. The goal was to refresh their image and better align with current market trends and consumer expectations, as well as keeping sustainability in mind.
Comprehensive competitor research was conducted, revealing that the majority of stores use similar-shaped swing tags, leading to a lack of distinctiveness in store. This insight guided the direction for a unique design approach.
To differentiate Tu Lingeire from competitors, a visually distinctive and innovative shape for the swing tags was created. This new shape not only stands out, but also reinforces the brand’s renewed image and strategic positioning. The design integrates modern aesthetics with functional elements, ensuring that it enhances the overall shopping experience.
Bra collar cards were designed to complement the swing tags, featuring the same curved edges to ensure visual consistency across packaging elements. A 'DD+' range was developed, characterised by a distinctive dark magenta icon. This colour choice ensures that customers can easily identify products within this specific range, enhancing shopping convenience and brand recognition.
The design process involved close collaboration with Tu Lingerie’s marketing and product teams to ensure the new packaging met all branding and operational requirements. Prototypes were developed and tested for durability and visual appeal. The final design is set to be rolled out in Sainsbury's stores, with a launch scheduled for late 2024/25.
