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.