Proman for Her

Situation

After a well-received brand identity update and premium product packaging creation by FormationSD, Proman once again invited us to develop the visual identity for its new female underwear brand extension under the same Proman brand name.

Challenge

The company's mandate to retain the subjectively masculine "Proman" brand name for its new female underwear brand extension presented a great branding challenge. We were only given the room in visual design to create an extended feminine identity for this otherwise masculine brand.

Brand Advantage™

We understood the virtue of retaining the existing Pronam symbol, thus we created for the new female underwear brand extension a much softer, more sensual graphic reinterpretation of the original brand logo. We then suggested that at least a supporting short description must be in place alongside the must-stay Proman name in order to formally inform the female consumer that the brand extension was indeed catered to the feminine consumer group. The result was the full extended brand name of "Proman for Her".