Fajas M&D
Background:
M&D is one of the leading brands in the category of girdles and control garments in Colombia, with a presence in Mexico, Ecuador, Chile and the United States, countries where the quality of design, manufacturing and the results it offers in molding of the silhouette of its users, is one of their main reasons for preference.
After 15 years and to continue consolidating its position in the market, the company decided to review the brand with the aim of finding a new one that would convey the concepts of modernity, femininity and closeness, much more aligned with new languages and new forms, to communicate, especially in digital contexts.
Challenge:
Update the visual identity of the M&D brand, recognized for the quality of its products but perceived by its users as a distant brand that needs to be modernized.
Solution:
After carrying out a research exercise to understand the relationship of the users with the control garments and with the brand, we carried out a brand workshop to define the new value proposition and positioning of the brand.
The central idea around M&D revolves around the transforming power that women have to always find their best version.
This is how we developed a new brand that retains color as the main capital and through a simple but deep element (&) we symbolize the transformation process that a woman goes through when she decides to become her best version.
