Bodique
client & background Hunkemöller, part of Maxeda, is one of the biggest international chains for lingerie, night garments and swimwear in Europe. With its Dutch origin, Hunkemöller is the market leader in the Benelux - with 312 retail outlets. Expansions into Germany, Denmark, France and Southern European countries like Spain and Italy are on the cards.
briefing The name Hunkemöller has proven to be unsuitable for international expansion – especially to Southern European countries. The name is considered too long, weighty and complicated. In addition, the name is especially hard to read and pronounce in Romanesque languages.
The time had come to modernise the Hunkemöller brand identity and image. To stay up to date, Hunkemöller needed to become more modern, elegant, more sensual, sexier and more luxurious. This would be difficult to achieve with the Hunkemöller name. The assignment was to develop a new, pan-European name to replace the current Hunkemöller brand. We did have to take the 120 years of history into account, and try to carry a part of the old brand identity and brand awareness across to the new brand name.
Within one and a half months the entire project was completed: name creation, linguistic checks, trademark research and registration.
result & quote ‘Bodique, by J. Hunkemöller’, allows the brand to build forth on the 120 years of brand history, whilst at the same time offering the opportunity to update the brand and expand across international borders.
