Reimagining a Dutch icon for a new generation

The Challenge:

Sapph, an iconic Dutch lingerie brand, needed a refreshed identity to reposition it for a more contemporary audience while retaining its existing equity. The rebrand also had to support a major retail launch of 350K units, requiring clarity, consistency and confidence at scale.

The Solution:

We worked alongside renowned ligerie designer Igor Pacemski and Orange Wings Investor and Founder Shawn Harris to develop a new brand identity, redefining its visual and tonal direction across the full system. This included logo, typography, colour and overall brand expression, ensuring consistency across all touchpoints. The approach was deliberately considered, retaining elements of familiarity while introducing a more refined, contemporary aesthetic aligned with the brand’s future positioning.

The Results:

The new identity positions Sapph for its next chapter, bringing a clearer, more confident presence to market while maintaining a connection to its legacy. The refreshed brand provides a strong foundation for the upcoming website and wider rollout, supporting a more cohesive and elevated expression across all channels. Photography by the amazing Henrik Adamsen.