Beija London is an independent, modern lingerie brand renowned for a beautifully neat design aesthetic, and impeccable standard of fit with a cup size range from AA-H. The Beija team wants to evolve their creative direction to become more fluid and inclusive while maintaining and adding to the current loyal customer base.

This brief was created by Beija London for the MA Design for Art Direction 2022 cohort at London College of Communication.

In response to this brief, we created a concept for The Spring 2022 Campaign. The purpose of this campaign is to promote not only body positivity and gender inclusivity but to create a reflective opportunity for participants to think about their experiences with bras. Videos and still from this campaign could be used for social media, website content and various other promotional material. The mural could then be turned into an artwork print for gift wrapping paper as well as a launch for the new colour palette.