Pearlfisher’s identity a catch for Spoylt lingerie

Pearlfisher has created the brand identity for Spoylt, a new independent retailer specialising in luxury lingerie, due to launch in the UK and the US in February.

The consultancy was appointed last July. It has created a marque and retail concept for Spoylt, which will run across all retail and corporate items, including bags, stationery, gift boxes and labels.

It will also help design the branding for any in-store concession areas, and develop a flagship store and dedicated retail outlets when needed.

The Spoylt identity uses a colour combination of pink and gold to reinforce a sense of luxury and femininity. The letter ‘Y’ looks like a heart or a kiss shape. It will also be used as a stand-alone icon to characterise promotional material.

Spoylt is planning to launch four lingerie collections this year. The products will be available to buy in major UK department stores, such as Selfridges, according to chief executive Barbara Brudenell-Bruce.

Initially, products will be sold on-line through a dedicated website – – designed by Kube Media, and, one of the largest on-line lingerie retailers. In the US, Spoylt will launch in Henry Bendell stores, with further retailers yet to be confirmed.

‘Eventually, the thought is to be able to launch through Spoylt outlets,’ says Karen Welman, creative partner at Pearlfisher.

‘We will help with all branding aspects, however, this is obviously once it has been established. This is the first major launch for Spoylt,’ Welman adds.

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