springrose

When I first met Springrose, they were a start-up bra brand with products just as good as their story. Nicole, the founder of Springrose, set out to make an "adaptive, attractive and comfortable" bra for women over 55 after caring for her grandmother and seeing so few alternatives to the ugly and often inequitable design of generic bras.

The mission was to completely reimagine Springrose. This conceptual project entailed a new logo, a tagline, a style/use guide, and ultimately developing internal documentation of the best and most consistent way to tell this incredibly important story.

Informational Pamphlet

Style Guide

The main insight in rebranding Springrose: the 55+ female demographic want to buy bras from a brand that looks and feels as good as their products. Go ahead and take a closer look here.