Many women that don’t fit the stereotypical ‘fit model’ proportions don’t like shopping because the experience is often a disappointment. Research has found that exposing women to imagery that promotes body positivity – through marketing or advertising with plus-size models – can boost women’s psychological health and general mental wellbeing.

Bombshell is size-inclusive online fashion retailer offering high-quality, luxury designer occasion wear in UK, sizes 8 to 22. The brand is leading the charge in delivering confidence whilst dispelling the myths around ‘unconventional size/shape’, chic fashion. Though these factors inform the product range and design, they are not overtly communicated – instead they focus on the unifying truth for all their women – a dedication to confidence. The brand wants to be famous for being the voice of authority for transformative fit – their ‘waist-creating’, hourglass silhouette will enhance, sculpt and support every woman and every occasion.

The founder of Bombshell, costumier Katya Wildman, discovered us through our work reinventing another British fashion brand, L.K. Bennett. The project began with a full brand evaluation, stakeholder interviews and desk research. A number of key insights allowed us to build out a full strategic framework that culminated in a new Core Proposition as well as clearly articulated Mission and Vision statements.

The next stage was a reimagining of the primary Bombshell logotype. We crafted a bespoke font that took influence from mid-century design and art deco references to create primary typography that feels very much of a time. The logo device added an extra degree of identity, facilitating the brands ambitions to grow dramatically and cross into wider geographical markets.