joule lingerie.
seeking to become a catalyst of inclusion and progression within a traditionally female-dominated lingerie industry, joule offers a brand that encourages and empowers everyone’s expression of passion, regardless of sexual orientation, identity, or preference.
brand positioning
the concept of heat played a large role in joule’s brand identity + visual aesthetic, in order to reinforce the idea of inclusion and progression of non-feminine alternatives within the current lingerie market. in order to differ from the competition, i created different ‘levels’ of lingerie products + corresponded those levels to the levels of fire extinguishers; the higher the level of extinguisher, the hotter the fire it can extinguish. just as fire extinguishers rise in temperature degrees, the lingerie rise in risqué degrees.
brand book + logo system
lingerie products
i hope this makes little 12-year-old, aspiring fashion designer, ansley proud…
product packaging
