Lorna Drew Nursing Lingerie creates innovative underwear solutions for expecting and new mothers.

martinlewis.design was commissioned to create the Lorna Drew brand. The 1930s style logo connotes a sophisticated playfulness which sets Lorna Drew apart from the competition. The implementation of the new brand and marketing materials has brought great success in courting buyers such as Harrods, John Lewis & Jojo Maman Bebe all of whom now stock Lorna Drew Nursing Lingerie.

The client came to martinlewis.design very early on in the start-up phase with just a name; Lorna Drew. We were asked to create a complete brand package, which would be applied over a wide range of printed and digital media.

There was a twofold challenge here – the first part was to create a lingerie brand which would reflect the key ideals of Lorna Drew:

1. Dedication to providing beautiful lingerie solutions for expecting and new mothers

2. Practicality as well as beauty, thanks to unique design innovations such as bras with adjustable cup sizes

3. Use of pretty, sumptuous materials and flattering cuts – these set Lorna Drew apart from the more utilitarian feel which permeates the wider maternity wear market

The second aspect of this design brief was to create a brand which would be recognisable and adaptable, providing anchorage for the brand within the ever-changing world of the fashion industry.

Lorna Drew Nursing Lingerie provides consumers with products and an experience which is unique in the maternity wear market.

During our research we found that the majority of brands in this sector heavily emphasise practical considerations. Lorna Drew combines the sensuality of lingerie with the necessary practical elements of the nursing bra. The focus is on utility, but not at the expense of pretty feminine designs and luxurious materials.

To communicate these principles, we incorporated a sense of luxury throughout the branding design. Inspired by decadent purples silks and natural skin tones, we created swatches that reflected the expensive materials and higher price points of the products.

The 'L' in Lorna forms an elegant sweeping curve; the shape was influenced by the pregnant form in profile and the esoteric geometric patterns of Gustav Klimt. The bowl of the lower case 'd' contains a single pomegranate seed, chosen for the fruit’s long standing connotations with fertility and new life. Josefin was used throughout the logotype. Its thin, elegant form complements the flowing shapes of the design, and the use of sans serif reflects a modern, forward-thinking brand.

Designs created: Branding, E-Commerce Website, Hosting & Technical Support, Email-Marketing, Business Cards, Compliment Slips & Letterheads, Look Books, Exhibition Stand (Paris Lingerie Show), Photography Retouching/Airbrushing, Packaging Design Clasps (logo detail), Hanger labels, Swing Tags.