Life never looked sexier
Veronica Brett offers high-end swimwear and fashion for women who have had mastectomies. We developed the brand based on the tagline "Life never looked sexier." This keeps the focus positive, elegant, and life affirming. We developed the e-commerce site to be elegant, easy to use and visually linked to the pink breast cancer ribbon.
The ecommerce site Substance developed lets users select sizes, styles while providing information and access to online resources dealing with breast cancer.
Since launching in 2010, the Veronica Brett brand has been featured in Galore, O Oprah Magazine, Real Simple, Harper's Bazaar, Glamour and CNN.
All the brands in this competitive space have swimsuits that are functional at best, but leave much to be desired in terms of fashion and feminine confidence. We created a visual identity that was understated and elegant, differentiating Veronica Brett from their less fashion savvy competitors.
Everyone feels somewhat self-conscious about their body and has reservations about being seen in a swimsuit at the outset of spring. Now imagine losing your breasts to mastectomy surgery and you have some appreciation for how breast cancer survivors and pre-vivors feel.
Model and breast cancer survivor Stefanie LaRue graciously donated her time to model the swimwear and be a highly recognizable and visible part of the brand.