Challenge

For women across the world, Victoria’s Secret defines sensuality. To reconnect the brand with the maturing tastes of its customers, they approached Mucca Design to instill it with a sense of sophistication and refinement, beginning with an internal brand book and style guide.

Action

In collaboration with Victoria’s Secret, we created an internal brand book that illustrates the story of the fictional Victoria, the company’s inspiration and muse, and acts as a source of inspiration as they continue to evolve. Following the brand book, the brand style guide supplies the client’s creative team with a host of new graphic assets including a revision of their iconic logotype, a new monogram, and a family of patterns and icons.

Results

Our work has been an integral part of the client’s strategy to elevate its brand and regain a core demographic that it had lost over time. Appearing on everything from signage, to tags, to packaging, the elegant new elements convey the brand’s renewed commitment to luxury and feminine allure.

Recognition