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.”