This 23-year-old women’s innerwear manufacturer faced two challenges. First,
it couldn’t introduce modern-day products into the market because of its popularity as an old-fashioned cotton bra brand. Second, this brand had a “no-nudity advertising” policy, so they didn’t want to show women wearing undergarments in its advertising! Selling innerwear without showing how it fits on the body was challenging for the brand.

Our solution was to change the public perception of this brand. The public will not recognize the difference unless visible changes are made to the brand, especially in its visual communication. So we redesigned its logo, packaging, advertising, store design, and online presence. It was a total rebirth for the Blossom brand. We used this brand’s “no nudity advertising” policy as an opportunity to portray women in a dignified way in its advertising, which enhanced the public opinion of Blossom.

Also, we initiated setting up an in-house product design studio with insights for improvising the existing and future product lines. We designed a unique innerwear store for the brand. Each Blossom store welcomes its customers with a unique fragrance of flowers, which creates a distinctive floral scent and identity for the brand. Each Blossom store has a ‘Bra Size Expert’ to help customers choose the right size bra.

Obviously, the brand perception changed dramatically. There is no better way to analyze the rebranding advantages other than the financial gains the brand achieves. Blossom turnover crossed 300% within a span of five years, and it became the market leader for women’s innerwear in its home state of Kerala.

In 2017, Harvard Business published Blossom’s successful rebranding case study globally.