Bravissimo branches out with ‘light-hearted’ brand and a clean look

Pepperberry

Bravissimo lingerie company has set up a new clothing and accessories retail offering, Pepperberry, with a new website and print communications launching next month.

The Bravissimo in-house creative team worked with consultancies including Dig For Fire on brand guidelines, Paul Lewis Design on the website and Design Takeaway on the catalogue.

Dig For Fire was appointed in summer 2009 without a pitch, having worked with Bravissimo for about six years. It created the Pepperberry name, logo and brand guidelines.

A spokeswoman for Dig For Fire says, ‘The proposition is about fashion that flatters every figure type – they needed a brand and name that felt very accessible to a wide range of women.’ She adds, ‘The brand should be light-hearted, so it’s seen as a fashion retailer rather than a solution.’

Paul Lewis Design was appointed for the website project following a three-way creative pitch in autumn 2010, having been approached by the company on the strength of its work for the Cath Kidston and Fortnum & Mason websites. It is also working on the relaunch of the Bravissimo website. Paul Lewis Design founder Paul Lewis says, ‘We enhanced the look to give it a more contemporary feel. Pepperberry has a cleaner, more architectural, Modernist feel than the frillier, more feminine look for Bravissimo.’

Lewis adds that due to the niche product offered by Pepperberry, the website will have a strong focus on rich media, interaction and community. It will incorporate an interactive fitting guide and magazine-style articles.

A spokesman for Design Takeaway adds, ‘It’s about understanding their offer in-store and being able to see it on the page. It’s been really interesting – it’s a very unique proposition in the marketplace.’

Pepperberry

  • The Pepperberry website and catalogue will launch on 21 March
  • The two standalone Pepperberry stores in Scotland use signage and graphics installed by Signs and Designs, with 3D window displays by D&A Design
  • Twelve Bravissimo retail outlets will be converted into dual-branded Pepperberry/Bravissimo stores, including the Reading branch, which opened on 14 February
  • Pepperberry will echo Bravissimo’s focus on clothing for women with bigger busts, but with new clothing and accessories collections

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