Contributed by Alexander Andreyev of Reynolds & Reyner.
POM POM is a modern and stylish lingerie brand that we created for a Los Angeles-based fashion designer. In each set there are two kinds of panties packed in individual boxes that resemble diagonally-cut cubes in shape.
The first one is more comfortable and simple, for everyday use at work or fitness sessions, and the second box offers a more creative and interesting lingerie type for evenings and nights, parties and leisure. The 2-piece set is read not only in the packaging and the brand name, but also in the brand’s slogan “Work hard, play hard.”
The word “POM POM” means “a bob on a hat” in English. This term is also used by Americans to describe objects that cheerleaders hold during sport events, such as basketball or American football matches. Therefore, the name perfectly conveys the idea of lightness and brightness shown by these girls and a dual brand name refers to the idea of combining the two types of lingerie in a single set.
The client wanted a kitschy and playful, yet sophisticated design. At the same time she wanted the identity to be simple and bold, for easier recognition and usage. The simple logo makes it possible to create very creative plastic business cards, but simple logo itself looks kind of boring in isolation, so we had to create a sophisticated and unique feeling using colours and patterns. The direction of colours was given in the design brief as the client really likes our WTP project. The patterns are the result of the design process — when you work and feel that it just fits.
The target audience is fashion conscious, body conscious women, ages 18-40 (young 40) with a slightly narrower range of 22-35.
View more identity work on the Reynolds & Reyner website.