Bravado Designs
Bravado Designs
Bravado Designs
Bravado Designs
Beautifully engineered. Beautifully worn.
Beautifully engineered. Beautifully worn.
Beautifully engineered. Beautifully worn.
Beautifully engineered. Beautifully worn.
Client
Bravado Designs
Bravado Designs
Bravado Designs
Services
Brand Visual and Verbal Identity, Art Direction & Photography, Product Positioning & Messaging
Brand Visual and Verbal Identity, Art Direction & Photography, Product Positioning & Messaging
Services
Brand Visual and Verbal Identity, Art Direction & Photography, Product Positioning & Messaging
Year
2023
2023
Year
2023
Engineered for motherhood.
Bravado Designs was born in Canada in 1992 when two moms couldn’t find a nursing bra that satisfied their need to be both comfortable and stylish. Since then they have become a category leader of premium nursing and pumping bras and continue to expand into the the maternity and nursing category.
Engineered for motherhood.
Bravado Designs was born in Canada in 1992 when two moms couldn’t find a nursing bra that satisfied their need to be both comfortable and stylish. Since then they have become a category leader of premium nursing and pumping bras and continue to expand into the the maternity and nursing category.
The Enemy
Bravado faced competition from emerging D2C maternity and nursing brands that gained traction during the COVID lockdowns. As a tried and true product, Bravado relied on in-store salespeople to recommend its nursing bras to new moms. However, the lockdowns drove new moms to online shopping, where the new D2C brands thrived due to their modern branding and strong online presence.
The Enemy
Bravado faced competition from emerging D2C maternity and nursing brands that gained traction during the COVID lockdowns. As a tried and true product, Bravado relied on in-store salespeople to recommend its nursing bras to new moms. However, the lockdowns drove new moms to online shopping, where the new D2C brands thrived due to their modern branding and strong online presence.
The enemy
Bravado faced competition from emerging D2C maternity and nursing brands that gained traction during the COVID lockdowns. As a tried and true product, Bravado relied on in-store salespeople to recommend its nursing bras to new moms. However, the lockdowns drove new moms to online shopping, where the new D2C brands thrived due to their modern branding and strong online presence.
01
01
The Brand Idea — Beautifully Engineered. Beautifully Worn.
Bravado's strength has always been its meticulous research and engineering. With our brand strategist partner, we helped crystallize this into their key brand positioning: Well crafted, beautiful, elevated essentials for motherhood adventures – through pregnancy, nursing and beyond. The tone shifted to being inspiring, knowledgeable but also relatable, leaning into Bravado's legacy of being a trusted advisor to new moms, but also the creators of projects that make moms feel and look beautiful.
The Brand Idea — Beautifully Engineered. Beautifully Worn.
Bravado's strength has always been its meticulous research and engineering. With our brand strategist partner, we helped crystallize this into their key brand positioning: Well crafted, beautiful, elevated essentials for motherhood adventures – through pregnancy, nursing and beyond. The tone shifted to being inspiring, knowledgeable but also relatable, leaning into Bravado's legacy of being a trusted advisor to new moms, but also the creators of projects that make moms feel and look beautiful.
02
02
Brand Identity — Engineering Confidence
Bravado Designs is an innovative and deeply caring company, but its' previous identity came across as outdated, demure and lacking confidence. The new visual identity combines a modern yet sophisticated wordmark with a monogram crafted from the "b" and the "d" of the logo to take the shape of a bra, a symbol that would get applied to their actual product.
The palette was completely transformed to the tonal range of skin colours, reflecting the intimacy of the product and the relationship new mothers have with their babies. Typography was modernized and simplified to reflect the focus on innovation and engineering, but was kept light and open to reflect the brands understanding and caring persona.
Brand Identity — Engineering Confidence
Bravado Designs is an innovative and deeply caring company, but its' previous identity came across as outdated, demure and lacking confidence. The new visual identity combines a modern yet sophisticated wordmark with a monogram crafted from the "b" and the "d" of the logo to take the shape of a bra, a symbol that would get applied to their actual product.
The palette was completely transformed to the tonal range of skin colours, reflecting the intimacy of the product and the relationship new mothers have with their babies. Typography was modernized and simplified to reflect the focus on innovation and engineering, but was kept light and open to reflect the brands understanding and caring persona.
03
03
Photography & Art Direction — Beautiful At Every Stage
We reinvented Bravado's visual narrative with photography that celebrates the strength and beauty of motherhood. The aim wasn't just to showcase a product but to remind women that they are powerful and beautiful at every stage of motherhood. Art direction, casting and styling became a critical factor in reflecting not only Bravado's values, but to reflect the quality engineering of the product and most importantly, how beautiful it feels.
Photography & Art Direction — Beautiful At Every Stage
We reinvented Bravado's visual narrative with photography that celebrates the strength and beauty of motherhood. The aim wasn't just to showcase a product but to remind women that they are powerful and beautiful at every stage of motherhood. Art direction, casting and styling became a critical factor in reflecting not only Bravado's values, but to reflect the quality engineering of the product and most importantly, how beautiful it feels.
04
04
Brand Execution — For All That You Do
We looked at every facet where Bravado could make an impression, from labels and packaging to their social media presence and website. The newly-minted branding wasn't just a fresh coat of paint; it was a blueprint for how Bravado would interact with and support mothers going forward.
Brand Execution — For All That You Do
We looked at every facet where Bravado could make an impression, from labels and packaging to their social media presence and website. The newly-minted branding wasn't just a fresh coat of paint; it was a blueprint for how Bravado would interact with and support mothers going forward.
05
05
The Result — Rave Reviews
The results were overwhelmingly positive. The entire organization—from the boardroom to the design floor—expressed effusive praise for the revitalized brand. But more importantly, the brand resonated with its most crucial audience: the moms. The rebranding not only fortified Bravado's market position but also rekindled its original ethos of being the go-to comfort and style solution for mothers.
The Result — Rave Reviews
The results were overwhelmingly positive. The entire organization—from the boardroom to the design floor—expressed effusive praise for the revitalized brand. But more importantly, the brand resonated with its most crucial audience: the moms. The rebranding not only fortified Bravado's market position but also rekindled its original ethos of being the go-to comfort and style solution for mothers.
The Friends did it! The new Bravado brand is unique, elevates the equity we've created over decades while helping motivate the entire company to integrate it into all touch points to share with our customers. We're so excited for what the future holds for the brand!
