A dose of youth for an aging brand

Lou becomes an upmarket brand






With a wealth of corsetry expertise, Lou is a major independent lingerie brand in France. However, by over-capitalizing on its expertise the brand had progressively lost its personality and freshness.

Interbrand’s mission was to secure the brand’s competitive edge by developing a new position based on luxury and modernity.

Our response reconciled the contradictions within the brand by building the identity on expertise, but enriching it with femininity, elegance and allure.

The brand logo was revitalized using new colors including a vibrant Prussian blue, and a key visual was developed to create a vivid, premium identity.

Implemented across all major touchpoints, the new brand identity launched in mid January 2008 with successful results: sales increased by 39 percent between August and December 2008.