Scandale by Halle Berry
LOGO AND IP DEVELOPMENT + BRAND ARCHITECTURE + BRAND POSITIONING + BRAND BOOK + STYLE GUIDE + PHOTO ART DIRECTION + LOOK BOOKS + PACKAGING DESIGN + SOCIAL MEDIA CONTENT + RETAIL PACKAGE /// For her first foray into fashion intimates, Academy Award winning actress Halle Berry teamed up with elegant and iconic French lingerie brand, Scandale, which had been bringing modernity, innovation and comfort to the lingerie category for 80 years. Having first discovered Scandale during her travels to Paris, Halle hoped to serve as the muse and curator of the brand.
Halle’s love of Parisian culture, strength, timeless beauty, femininity and grace served as the underlying inspiration for the Scandale brand. We wanted to create a modern aesthetic with a nod to the brand’s retro heritage, while maintaining a sexy, fun, beautiful, affordable feel. We developed the logo, brand positioning, style, and strategy and in 2014 the brand launched exclusively at Target stores in the United States and Carrefour in Europe. I art directed all photography and was responsible for all brand executions from packaging to seasonal look books to social media content and retail brand extensions. /// SEASONS: Autumn Winter 2014 and Spring Summer 2015
/// PHOTOGRAPHER: Alexi Lubomirski /// COLLABORATED WITH: Alice Ann Wilson, Shelly Bevilaqua, Darwin Serink