Pretty Polly is launching a new product range, extending its brand from hosiery into women’s underwear.
Branding for the new range, called Nix, has been designed by Lewis Moberly. The pants are currently going on shelf in selected Tesco, Morrisons and Safeway supermarkets.
The Nix design includes a simplified, more elegant logo and a distinctive fashion magazine format across packaging, says a Lewis Moberly spokeswoman. The packs feature a “knickers only” model, showing the variety of styles available – Hi-Leg, Midi-Leg and Full Brief.
“We’ve got a very strong, trusted brand and it’s a case of moving the brand into another area of intimate apparel – there’s a huge opportunity for the mass market,” says Pretty Polly grocery sector marketing manager Caroline Spencer.
Lewis Moberly previously handled NY legs for Pretty Polly.