Archetype
A bold new direction for this body-positive brand
Archetype®, an inclusive lingerie brand, has stood out in the fashion industry for its innovative approach and commitment to diversity.
It responds to a diverse and constantly evolving market with a wide variety of sizes. Its purpose is to change the industry to create a more inclusive and diverse future, listening and empathically responding to the needs of its audience. Archetype® exemplifies how a clear vision and strong purpose can transform an idea into a thriving business, making a significant difference in fashion.
![New logo for the "Archetype" brand, an Argentine body-positive underwear and lingerie brand.](https://cdn.sanity.io/images/tlzm0c96/production/b9be9daafb6c789e4b720de46d2cdcf31e78fed3-2500x1300.jpg?rect=51,0,2398,1300&w=380&h=206&fit=fillmax&auto=format)
BRAND
When a business grows and begins to professionalize, its brand identity needs to evolve as well. The primary goal with Archetype® identity was to capture the essence of the brand and the vision of its creators, highlighting strength and versatility as distinctive traits.
We designed a logo that transforms into a comprehensive graphic system, addressing every application need of the brand.
![Design and development of the totebag for the "Archetype" brand, an Argentine body-positive underwear and lingerie brand, shown on a rock background.](https://cdn.sanity.io/images/tlzm0c96/production/b6f27690d7dab673661749c9e139b58d291befe2-2500x1300.jpg?rect=51,0,2398,1300&w=380&h=206&fit=fillmax&auto=format)
![Billboard for "Archetype", an Argentine body-positive underwear and lingerie brand. The billboard is made up of the image of 3 models posing with the brand's clothing accompanied by the logo and the name of the capsule of the moment.](https://cdn.sanity.io/images/tlzm0c96/production/a1fc79cca11c397ba48f2b932c1313c49e7d8c19-2500x1300.jpg?rect=51,0,2398,1300&w=380&h=206&fit=fillmax&auto=format)
![Archetype Brand Billboard located in New York. "Archetype" is an Argentine body-positive underwear and lingerie brand.](https://cdn.sanity.io/images/tlzm0c96/production/88ade413e41d75d3234f6ce91ca4c598346d2b9e-2500x1300.jpg?rect=51,0,2398,1300&w=380&h=206&fit=fillmax&auto=format)
Recognition & Press
Recognition & Press