MEN’S is the menswear line of women’secret. We created the name, the identity and the packaging for a collection sold inside lingerie stores, where most buyers were women shopping for someone else. The goal was a brand men would choose for themselves, still clearly part of the house. It is now an established line, selling in stores and on womensecret.com.
NAMING
BRANDING
ART DIRECTION
PACKAGING
One system, one voice
The architecture is simple on purpose. A condensed wordmark carries the brand, and a serif descriptor names each line: Everyday Comfort Underwear, Sleepwear, Swimwear. The campaign follows the same logic. “Today, I feel” is a first person line that each collection completes in its own way, from comfy to sexy. It speaks to how the product feels, not what it is, and gives men a reason to buy it themselves.
Built to extend
Swimwear was the test of the system. The wordmark stays, the descriptor becomes a condensed SWIM WEAR from the same family, and the palette moves to deep sea blue. No new identity, no new rules. A brand built this way lets the client open new categories without starting over.
CLIENT
YEAR
WORK
creative director
BRAND STRATEGY
client MKT direction
TENDAM - women’secret
2022
NAMING | branding |PACKAGING
juan manuel mena cruz
NOEMI MORENO
anna aubert
The wonder web
A digital studio creating custom websites with precision and personality. We built a brand identity that balances structure with creative energy.
HONEST