Knickers Bakery is a boutique-everyday-designed underwear brand. The challenge here was to find a new store concept which differentiates the brand from its components.
Since underwear are usually only for us to see, we decided to create an identity that speaks about the ‘little things in life’ that makes us happy. We thought about patisseries', where you treat yourself with a small but very comforting little sweet, and decided to treat buying underwear exactly the same!
Creating visual language inspired from vintage patisseries was the next thing to do. The slogan: “Pick Your Treat” expresses the buyer experience - treating herself with a new designed pair of underwear.