"So nice, life would be so nice..."

 

So.Nice, an emerging e-commerce lingerie brand, approached me with a vision to transform the Brazilian lingerie market. Their goal was to create a brand that celebrated comfort, inclusivity, and body positivity in an industry often dominated by unrealistic beauty standards. The challenge was to develop a comprehensive brand strategy that would position So.Nice as the go-to brand for comfortable, high-quality, basic lingerie for women of all body types.

 

The brand's name was inspired by the song Samba de Verão in its original version: a carefree flirtation, conquest, imagination, and the projection of good and light moments. So.Nice was born in this universe, seeking to offer lingerie that brings comfort, quality, and a sense of well-being to modern women in their daily lives. With an inclusive range of colors and sizes, the brand aims to empower women by providing self-confidence while also being mindful of its environmental impact, opting for sustainable raw materials.

 

This combination of lighthearted inspiration and a commitment to inclusivity and sustainability sets So.Nice apart, making it a brand that aligns comfort and style with modern values.

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The approach:

​To meet this challenge, we implemented a holistic brand strategy process that encompassed every aspect of the brand's identity and communication. Our approach included:

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• In-depth Market Research: I conducted a thorough analysis of the Brazilian lingerie market, identifying key competitors and market gaps. This research revealed a significant opportunity for a brand focused on comfort and inclusivity.

• Customer-Centric Strategy: Through search, I developed detailed buyer personas that guided our strategy. I identified a core demographic of modern, active women aged 25-35 who prioritize comfort and authenticity.

• Brand Essence Development: I distilled the brand's core purpose into a powerful essence: "Everyday comfort and confidence for everybody." This essence became the guiding principle for all brand decisions.

• Unique Positioning: I positioned So.Nice as the e-commerce brand for inclusive, high-quality basic lingerie in Brazil, emphasizing comfort, quality, and authenticity.

• Visual Identity Creation: I developed a visual identity that reflected the brand's values of comfort and inclusivity. This included a edge, unique color palette of a light cream & grey, green pistachio, dusty pink, and mandarine: together, these colors convey a modern, bold aesthetic with a touch of warmth and refinement, blending vitality with serenity and closeness. Ideal for the brand, that seeks to be both contemporary and approachable. The logo conveys a combination of simplicity and dynamism. The handwritten style of "so" gives a sense of warmth and a personal touch, while the bold "nice" reflects modernity, confidence, and visual strength. The overlap creates visual harmony, and the dot at the end adds a sense of completion, reinforcing the idea of something simple yet impactful.The shapes chosen for the layouts and applications convey comfort, authenticity, and inclusion by consistently representing real bodies, reinforcing inclusivity. The clean layout with rounded shapes brings a sense of softness and modernity. The title’s typography highlights strength and versatility, in a clean and straightforward manner.

• Brand Voice and Messaging: I crafted a friendly, honest, and occasionally irreverent tone of voice that resonates with the target audience. Key messages were developed to reinforce the brand's commitment to comfort and inclusivity.

• Customer Experience Design: I mapped out a customer journey that prioritized personalization and body positivity at every touchpoint, from the online shopping experience to packaging and post-purchase communication.

• Implementation Strategy: I created comprehensive guidelines for consistent brand application across all channels, including social media, email marketing, and customer service interactions.