Brand Repositioning

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Beldona is an established Swiss lingerie brand, shaped by a traditional image of femininity. The challenge was to connect with a younger generation while preserving the trust and substance built over decades.

Her Story. Her Way. repositioned the brand around female self-determination, shifting the perspective from how women are seen to how they choose to see themselves. The campaign was designed as a flexible content system: a series of seven-second films and photographs that could be recombined and adapted across social, digital, retail and brand communication.