Brafinette

When Denise of Brafinette took over the store a few years ago, she brought with her a clear vision: bras that actually fit. For every size, and with comfort, elegance and confidence at their core. Research shows that up to around 70 % of women wear the wrong bra size, often settling for discomfort and marks because better fitting options feel out of reach. The existing branding no longer matched that ambition: it felt outdated and exclusive, rather than inviting and inclusive. So we set out to rethink the identity from the ground up, bringing in a fresh, minimal aesthetic that welcomes everyone and leaves space for growth and new opportunities. The result is a visual identity and online presence that conveys both quiet sophistication and purposeful inclusivity.

Client:
Brafinette

Role:
Concept, Branding, Stationary

Task:
Development of brand identity, stationery, and strategic consulting for a lingerie brand dedicated to inclusivity, expert bra fittings, and empowering customers of all shapes and sizes.

Designing confidence
with comfort in mind

Brafinette’s branding captures the essence of modern lingerie: strong yet gentle, confident yet calm. It’s a design built to embrace diversity and authenticity, showing that beauty lies in balance, not perfection.

The logo is built on the typeface Peak, a linear typeface with sharp, pointed features that merge geometric precision with graceful, calligraphic curves. It embodies both strength and softness, the clarity of structure with the subtlety of elegance. The sharp details lend the brand confidence, while the balanced curves bring a touch of approachable luxury: exactly what a modern lingerie studio needs.

The colour palette brings this promise to life: earthy tones and a spectrum of skin-shades create a warm, inclusive foundation that allows the products themselves to stand out. To signal special offers or campaigns, a bright neon yellow and pink accent the design, adding a spark of excitement without overwhelming the overall calm. Photography follows the same ethos: inclusive, body-positive and grounded in nature, showing diverse shapes, real skin textures, and a sense of ease and authenticity.

Translating the brand
into an experience

Brafinette is more than a place to find the right fit: It’s a space that celebrates comfort and confidence. Rounded shapes, warm tones, and soft light set the mood, while natural materials add a sense of ease and authenticity. In close collaboration with the owner and an interior designer, the interior was shaped to reflect the brand’s core idea: making everyone feel seen, supported, and comfortable in their own skin.

Note:
Brafinette has unfortunately closed due to rising costs and competition from online retailers. Small stores like this often find it difficult to survive when customers enjoy in-store consultations and fittings but then purchase online for lower prices.