Project overview
What we did: Brand concept/Brand visual/Packaging solutions.
In 2021, Dorina, a long-established German lingerie brand, took the name YingNei and officially entered China. In the process of helping Dorina define the brand's identity, we discovered that Chinese women are shifting from sexy lingerie to comfort, simplicity, and inclusivity. YingNei has adopted "Nature" as the brand's core keyword: urban women can experience the freedom of lingerie, experience nature, and draw strength from nature in the city life.
Brand strategy
As Victoria’s Secret, the brand which represents sexy, female chrisma and fashionable lingerie, slowly fading away in Chinese customers sights, “comfortable” is becoming the keyword of Chinese underwear/lingerie consumers.
Dorina’s hero product, Airlite, was designed to be comfortable and supporting than being sexy. Which fortunetely matched the Chinese lingerie trends, but it also brings itself strong competitors: lingerie brands like Neiwai, Ubras, BananaIn: these Chinese brands have high quality products and simple, attractive visual designs.
The way we seperate Dorina from other competitor brands, was to give it a “richer look”.
Dorina has products for all year round, from bra to thermo wear. This product distribution could be interpretated by the concept “4 seasons.”
Our strategy, as a result, was to make Dorina a “Influencer Brand”. China has over 200 million social media users, if our design and branding could trigger interactions on the internet, it could potentially become popular with our target audience.
The promotion idea we have, was to give out gift boxes to KOLs to create “topic” that focuses on Dorina.
Gift box design
We used the summer color combo to design a 2-tier gift box that could be opened elegantly. On the outside, we have a ribbon tied the layers together.
Packaging design
Based on the four season colors, we also designed a series of packaging based on different seasons, each season has its representative elements. Along with the packaging, we have also designed tags and stickers for the packaging.
Other materials
Based on the visual, we also designed Taobao online store visuals and promotion signup sheets
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