brand Identity
Le Journal intime
Market analysis and marketing research, marketing strategy and positioning development, naming, logo design, visual brand identity, TV commercial. Together with the Fingertips team, we crafted a distinctive shapewear brand where the art of body contouring meets the elegance of French chic.
The brand’s collections have been featured in Vogue, Harper’s Bazaar, L’Officiel, and other leading fashion publications.
Le Journal. L’amour dans l’air! →
The brand’s collections have been featured in Vogue, Harper’s Bazaar, L’Officiel, and other leading fashion publications.
Le Journal. L’amour dans l’air! →
Task: Develop a sustainable business strategy that ensures profitable growth.
What we did: Market analysis and research, marketing strategy and positioning, branding, naming, and creative development.
Result: Creation of a unique shapewear brand that combines a sculpting effect with the aesthetics of French chic.
Everything began with in-depth research aimed at identifying potential growth opportunities within existing market segments, discovering new sources of expansion, and defining requirements for a new product. The current segments offered limited growth or profitability, so we chose a “market development” strategy — transferring the company’s expertise in compression garments to a new, emerging category: shapewear.
We developed the brand’s positioning, contributed to the product line design, defined the target costing, and briefed French designers Maud & Marjorie to create the collection. We also developed the brand name and visual identity.
As a result, a distinctive shapewear brand was born — one that unites a sculpting function with the elegance of French chic.
Today, Le Journal presents its seasonal collections in Paris — at Exposed by Salon International de la Lingerie and at the Dear Progress showroom. In 2019, the brand was stocked by European concept stores such as Exposed and Killed in the Action. During the latest Paris Fashion Week, buyers from Luisa Via Roma took interest in the brand.
The collections have been featured in Vogue, Harper’s Bazaar, L’Officiel, and many other leading publications.
The brand has won the hearts of women all over Russia, including actresses, fashion professionals, and artists.
Strategy — Ekaterina Kuznetsova
Art direction — Liza Ulitenko
Direction & production — Alena Kukushkina and team
Fingertips team — client business
What we did: Market analysis and research, marketing strategy and positioning, branding, naming, and creative development.
Result: Creation of a unique shapewear brand that combines a sculpting effect with the aesthetics of French chic.
Everything began with in-depth research aimed at identifying potential growth opportunities within existing market segments, discovering new sources of expansion, and defining requirements for a new product. The current segments offered limited growth or profitability, so we chose a “market development” strategy — transferring the company’s expertise in compression garments to a new, emerging category: shapewear.
We developed the brand’s positioning, contributed to the product line design, defined the target costing, and briefed French designers Maud & Marjorie to create the collection. We also developed the brand name and visual identity.
As a result, a distinctive shapewear brand was born — one that unites a sculpting function with the elegance of French chic.
Today, Le Journal presents its seasonal collections in Paris — at Exposed by Salon International de la Lingerie and at the Dear Progress showroom. In 2019, the brand was stocked by European concept stores such as Exposed and Killed in the Action. During the latest Paris Fashion Week, buyers from Luisa Via Roma took interest in the brand.
The collections have been featured in Vogue, Harper’s Bazaar, L’Officiel, and many other leading publications.
The brand has won the hearts of women all over Russia, including actresses, fashion professionals, and artists.
Strategy — Ekaterina Kuznetsova
Art direction — Liza Ulitenko
Direction & production — Alena Kukushkina and team
Fingertips team — client business
Since 1998
I’ve always loved fashion and fashion illustration.
I created illustrations for Interview, Harper’s Bazaar, L’Officiel, I love Moscow and many others. And I drew them by hand.
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