Fabulous Foundations

This branding project involved a logo redesign, photoshoot, and a series of marketing materials to help Fabulous Foundations owner Nancy spread product awareness through her body positivity campaign. The small lingerie and swimwear boutique offers a wide variety of sizes for women and girls of all shapes and sizes. Specializing in cup and band size combinations not available in most department stores or even lingerie super giants like Victoria’s Secret, if the boutique doesn’t have a size in stock, Nancy orders it.

The logo redesign for Fabulous Foundations needed to reflect two things that the boutique values in their products: a sexiness and a confidence that were both feminine by nature. The pairing of the sensuous script with the Roman-style caps encapsulates both of these qualities in a single glance. The fact that the logo combines two different fonts further embraces the fact that Fabulous Foundations welcomes bodies of all backgrounds.

The marketing materials above feature photography from the new brand-launch photoshoot, which was the driving force behind the body positivity campaign. Local women (not professional models) volunteered to participate in the photoshoot as the research and development team surveyed them before and after their experience in front of the camera. The feedback was unanimous about one thing above all else — being able to wear garments that were always marketed as sexy but never available in their size until now made each of these women feel confident and beautiful.

We chose people that were actual clients of the boutique — representative of the local women and their bodies — rather than professional models, to be the face of the new brand identity for this very reason. It might be easy to cater to the middle of the road, but Nancy and the entire staff of Fabulous Foundations would argue that it’s much more rewarding to provide service to those who can’t find it anywhere else. To them, it’s more than just a business model; it’s a way to stand up for beauty that comes in every size, and to help women find true body confidence of their own.