lululemon

Empowering an underserved customer group with a new product

Services

campaign development

visual identity

Capabilities

art direction

brand identity

graphic design

Brief

The Enlite Bra, lululemon’s sports bra for full-figured women, marked a new product innovation created for an underserved customer group in women’s fitness.

The Enlite Bra had a clear value for the customer — allowing her to move freely and comfortably while working out. The product’s launch campaign was designed with a kinetic visual identity that encourages women to “Embrace Movement” and “Move Like a Woman.”

lululemon Move Like A Woman Campaign Photography
lululemon Move Like A Woman Campaign Typography
lululemon Move Like A Woman Campaign Photography

Historically, sports bras were a weakness for lululemon, but the Enlite Bra has since created “a significant halo across the category.” The successful launch is even more significant considering Enlite is lululemon’s most expensive bra.

lululemon Move Like A Woman Campaign Billboard
lululemon Move Like A Woman Campaign Poster
lululemon Move Like A Woman Print Ad
lululemon Move Like A Woman Campaign Billboard
lululemon Move Like A Woman Campaign Billboard
lululemon Move Like A Woman Storefront
Additional Credits
Photography by: Empire Green