Chantelle Groupe is a French lingerie collective stuck in an industry represented by overt sexualisation or extreme conservatism.

CL needed to behave like a modern fashion brand. We delivered this through a new retail offer dedicated to experimentation, embracing a fundamental truth about the company.

We designed a logotype and typographic system that deleted its past and acts as a manifesto for simplicity. The device informed a tone of voice that deleted unnecessary elements, questioning current industry conventions and championed conversations around the controversial topic of femininity.

In collaboration with Brinkworth we designed the new CL store, launched in Milan. The store modernises the lingerie retail experience and establishes the brand as a studio of innovation.

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