Max Mara


A complete branding proposition with the goal of creating a new plus size winning brand inside the MaxMara fashion group.

The project had several phases:
1. Assessing the landscape - Research, Analysis and Conclusions – there were two extremes in the plus size market – too conservative or too revealing. A large percentage of young plus size women did not find themselves in these categories. This group, the 'sensual' woman, wanted something in between. Clothes that will fully express their figure in a youthful but tasteful way.
2. Creation of a brand Eva based on our ideal client – a woman who embodied sensuality born from self confidence, appreciates high quality and attention to detail.
3. Brand positioning and values
4. Brand expression
5. Product/style suggestion
6. Distribution strategy, in store experience suggestions
7. Brand communication plan