Up&Under
Industry:
Apparel
Project Type:
Goal Boosting Workshop, Brand Strategy, Positioning Recommendations, Communication Guideline, Product, Architecture and Naming, Brand Storytelling, Slogan Creation, Influencer Marketing Strategy
Client Size:
SME
Challenge:
Up&Under, a Thai brand specializing in lingerie and shapewear, was born from the desire to bridge the gap between comfort and beauty. Every Up&Under creation is the result of a meticulous design process that involves numerous prototypes, culminating in exquisitely finished products. The brand's vision is simple yet powerful: to empower women by instilling confidence through functional undergarments.
In a market dominated by established domestic brands, Up&Under recognized the need for increased awareness to thrive. Additionally, with aspirations for expansion into other Southeast Asian countries, a cohesive brand experience became imperative. To achieve their goals, they understood that a new narrative had to be crafted, one that would resonate with their audience and set them apart.
Outcome:
Our partnership with Up&Under was built on collaboration and a shared commitment to redefine their brand. Together, we embarked on a journey to breathe new life into their branding and product architecture. Our collaborative workshops paved the way for a fresh perspective.
We delved deep into the essence of Up&Under, reimagining their branding and product structure. The outcome was a comprehensive overhaul that revitalized their identity, positioning, and communication strategies.
The collaborative relationship blossomed into a successful awareness campaign between influencers and their audiences. Users discovered innovative ways to incorporate Up&Under's products into their daily lives, transforming shapewear into statement pieces in both everyday life and fashion.
Hear it from the client:
“K.Pailin and team have been able to identify hidden strengths and translate them into out highest brand potential. We enjoy their passion, dedication and creativity a lot.”
Credit:
Image courtesy: Up & Under
This was one of the projects I worked on as part of a two-person team. My specific roles included Goal Boosting Workshop, Brand Strategy, Positioning Recommendations, Communication Guideline, Product Architecture and Naming, Brand Storytelling, Slogan Creation, and Influencer Marketing Strategy.