The rebrand
curvy couture
Created for Curvy Couture
Created by Creative Director Athena Wrann & Art Director Emma Hart
The goal
Our rebrand positions Curvy Couture as the visual and stylistic leader in curvy intimates.
Through aspirational imagery, sophisticated composition, and rich color, we create a premium aesthetic that celebrates the curvy form. This approach brings trend-forward print, color, and refined storytelling to a customer long overlooked by the market. We’re not just refreshing the brand—we’re redefining how curvy intimates are seen.
The moodboard
The tone for the rebrand is modern, confident, and quietly elevated. clean compositions, soft neutrals, and rich textures to highlight shape with confidence.
The logo
The goal was for the logo to be thoughtful and intentional. We wanted high contrast & clear messaging, a balance of softness and strength. It creates a clear visual hierarchy & your eye knows exactly where to look first. It feels confident without being loud, and stylish without trying too hard.
the colors
This updated palette allows the brand to feel more elevated and modern, while also making it easier to adapt across campaigns, seasons, and platforms. It’s a clean, polished foundation that lets the product and messaging take center stage—refined, confident, and built to last.
The typography
The “COUTURE” in Curvy Couture is set in the same font as our typography guidelines, creating consistency across the brand while allowing “Curvy” to remain the visual focal point. We use one font family across all text, with hierarchy created through percentage-based sizing.This keeps everything visually consistent while maintaining a clear, intuitive order.
the photography
The goal was refined visuals designed that felt modern and timeless. Using flattering angles, clean negative space, and movement to create dynamic and clean photography. We use this evergreen photoshoot as a starting point to influence other campaigns that focus on color stories and bold prints.
The grid
The elevation of the Curvy Couture Instagram grid reflects a more refined, fashion-forward presence. With cohesive color, elevated styling, and intentional art direction, the feed now feels polished and editorial, positioning the brand with greater confidence in the modern intimates space.
