The London-based lingerie brand Curvy Kate is launching a new logotype and refreshing its campaign imagery to modernize its market perception and expand its reach.

Curvy Kate, a London-based lingerie brand, has announced a significant rebranding initiative, including the launch of a new logotype. This update will be reflected across various platforms, including e-commerce sites, social media, labels, swing tags, packaging, and wholesale channels, according to Drapers.

In conjunction with the new logo, Curvy Kate has reimagined its campaign imagery, shifting from traditional studio shots to lifestyle and location-based photography. This change aims to present a more dynamic and relatable aesthetic, with the latest campaign also extending to feature K-cup sizes in its offerings.

The brand, which operates internationally and is available in over 500 physical outlets such as John Lewis and Next, seeks to modernize and elevate its perception in the market. Antonio Marsocci, non-executive director of Curvy Kate, elaborated on the company’s ambitions, stating that the rebrand is designed to “modernise and elevate the brand perception.” He noted that Curvy Kate is aiming to significantly grow its direct-to-consumer (DTC) channel while simultaneously strengthening its relationships with wholesale partners, as reported by Drapers.

Marsocci emphasized the company’s expansive global reach, mentioning that Curvy Kate serves customers in over 60 countries. However, the brand intends to concentrate its marketing efforts on the United States, Australia, and France as key markets for expansion, while continuing to solidify its presence in the UK. He added that Curvy Kate plans to launch its products on strategic marketplaces in the upcoming months.

Through this brand refresh, the company aims to enhance its market awareness and broaden its reach across all channels, focusing on connecting with a wider audience, particularly those with fuller busts.

Source: Noah Wire Services