Irene. | Luxury + Sustainable Lingerie
Brand Identity Design + Website Design
irene is a luxury lingerie brand created for modern women who value timeless design, everyday comfort, and quiet confidence. Blending soft femininity with refined minimalism, the brand moves away from fast trends and overly provocative aesthetics in favour of elegant silhouettes, responsibly sourced fabrics, and an emotionally driven customer experience. Designed to feel like a second skin, irene positions lingerie as an act of self-care and self-expression - elevating everyday moments through craftsmanship, storytelling, and understated luxury.
The Project Brief
irene launched around 18 months ago with a basic DIY Shopify site and branding. The site felt generic and very “beginner”, there was no strong emotional connection or story telling, the brand visuals didn’t match the luxury price point and there was low conversion despite good traffic.
Customers loved the product once they buy, but the online presence just wasn’t sitting in the premium space.
“I want to elevate the entire experience - from the first impression online to the moment someone wears their first piece. I want the brand to feel timeless, luxurious and emotionally connected, while still being effortless and wearable.”
( 001 ) The Core Goals
Increase website conversions
Elevate the perceived value and positioning of Irene.
Make the brand feel editorial and immersive.
Create a recognisable visual identity
Position Irene as a luxury intimate lingerie brand.
( 002 ) How We Did It
Brand Strategy + Foundation Research
Brand Positioning + Messaging Pillars
Tone of Voice Guidance
Ideal Client + Transformation Messaging
Primary Logo + Wordmark
Brand Typography System
Colour Palette Establishment
Editorial Styling Direction
Full Brand Guidelines
Website Strategy
Optimised User Flows
Website Design
Shopify Website Development
