Buttercups

Design Approach
The ‘B’ mnemonic used in the logo became a versatile design element that was extended across the brand’s visual identity. It inspired a beautiful pattern, which became a signature feature on the brand’s packaging. Each packaging range was named after different flowers, and the bags showcased these floral patterns, adding a touch of elegance and femininity. The brand color, teal, was chosen to represent freshness and tranquility, setting a calm and welcoming tone for customers. The first store, located in Bangalore, was designed to offer custom fittings, ensuring a personalized shopping experience for women of all ages. This focus on personalization and comfort was reflected in every aspect of the store’s design, from the choice of colors to the layout and fitting rooms.

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Design Concept

The first dedicated lingerie brand in India revolutionized the market by offering an unparalleled variety of choices, allowing women to find the perfect fit that suits them best. The brand’s unique selling proposition (USP) lies in its extensive range, which surpasses that of its closest competitors. This focus on variety and customization is embodied in the brand’s logo, crafted from the letter ‘B.’ The logo features two cups of different sizes, symbolizing the brand’s commitment to catering to all women, regardless of their shape or size. This thoughtful design not only reflects the brand’s ethos of inclusivity but also serves as a visual representation of the freedom and confidence that women experience when they find their ideal fit.