We were delighted to be chosen to refresh Maidenform Intimates. The inventor of the bra and all things lingerie, Maidenform is the historical expert on women’s undergarments. Today, however, the brand is not known to younger audiences. Our charge? To make Maidenform relevant again!

A man sitting on the ground with his bike.

Then CEO Maurice Reznik saw an amazing opportunity to introduce Maidenform to a whole new market, reaffirming its position as the category leader.

A series of women with different hair colors.

Quite different from Victoria Secret’s “pink,” Maidenform was “magenta,” a color bold, empowered and iconic just like its legacy…and like the women it would attract.

A woman with pink bubble gum in her mouth. A pink and white poster with the words

BREAD wrote The Book on Maidenform, essentially rewriting the company history as a 100 page brand story. Full of anecdotes and significant moments in women’s undergarment movement, it serves as both an engaging conversation piece and a vision document for Maidenform’s path forward.

A spiral bound book with the cover of a magazine.
A spiral bound book with pink pages and a timeline.
A collage of women 's march images.

Vision + Project Management Services

Excavated category truths from focus group research

Formulated new messaging and positioning

Refreshed current logo to resonate with a modern consumer

Extended the brand vernacular through patterns and marks

Developed a new brand voice and attitude

Brainstormed new products and alliances

Created The Book to tell the new story of Maidenform

A close up of the feet of a person wearing pink shoes.

Seeing market opportunities for Maidenform in the new positioning crafted by Bread Ventures, Hanes swooped in and purchased the company.

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