Venus in Pyjamas - Brand Identity & Strategy

Case

Venus in Pyjamas (VIP) is a fashion label that focuses on exclusive natural silk products like satin, chiffon and linen fabrics. The brand name was inspired by the novel written by Sacher Masoch ‘Venus in Furs’ revolving around the ideology of a ‘Femme Fatale’. VIP’s design philosophy relies in simplicity and fluidity and one’s ability to respond to their innate need to feel beautiful, strong and sensual. They curate a selection of versatile loungewear items which doesn’t require a special occasion to wear but fit any circumstance, as fluidity in time and space. Designed by popular artists around the world, each article of clothing carries a strong and deeper symbolic value.

Solution

VIP’s branding is developed with their values at its core. The brand caters to intellectual, sensual, strong and sophisticated women who desire the need to be dressed elegantly and sensually at all times. The overall visual design was created to support the apparels minimalist style and reflect its values. The floral essence of the Peony flower is in the genesis of the brand and its imprints is what we used to design the logo to bring out an intense feminine appeal. Exploring each product category and meaning, we created symbols based on the various customer personalities that each product relates to.