The task
POSH makes lingerie and loungewear by hand: lingerie, corsets, loungewear, basics, swimwear. The positioning fits in one line, set as its own block on the home page — to myself, luxurious.
That creates a problem that is easy to miss. Our reading: lingerie is usually shown online in two ways, and both of them miss that line. One is a catalogue with size charts, where the piece becomes a stock line. The other is a glossy shoot, where it becomes a promise of pleasing somebody. The first loses the tenderness; the second loses the addressee — "to myself" turns into "for someone else".
What was needed was a visual language that conveys the tenderness and sensuality of the pieces themselves, and a store that carries that aesthetic instead of flattening it.
The solution
We built the brand on a handwritten layer over a calm pastel base. The mark exists in two forms: POSH set in capitals for the store header and the footer, and a handwritten "Posh." on the covers, on the posters and wherever the register matters more than the signage. The same hand places short lines across the pages: take your time, no rush; it's about you; you are enough. They read as a note to oneself — exactly the register the positioning asks for.
The second layer is custom illustration. The pieces are drawn in a fine line without a body, so the cut reads more clearly than it would in a photograph and the conversation stays about the garment rather than the figure.
The sharpest find in the project is the set of production-stage cards. There are four of them, handwritten, sitting on the page itself beside the account of how a piece is made. Formally they inform the buyer. In form they are love letters — that reference is written into the concept. Handmade work explains itself in the same hand the brand speaks in.
What we did
Brand language. A handwritten mark and a set logotype, a system of short phrases, a delicate pastel base and the rules for combining it.
Custom illustration. Line drawings of the pieces as a separate layer: in product cards and in the material blocks.
Production-stage cards. Four handwritten cards on the page, carrying the reference to love letters that the concept is built on.
Online store on Tilda. A catalogue across five categories — loungewear, lingerie, corsets, basics, swimwear — a product page with a composition-and-care block, a new-collection block, and a section linking out to the label's channels.
Working with the imagery. Natural light and calm poses: the photography sets the material the brand language picks up rather than argues with.
Mobile and tablet. The same rhythm and the same delicacy as the layout drops to a single column; the mobile version is laid out at 375 px.
The result
The store carries the aesthetic of the pieces instead of turning them into stock lines: the handwritten layer and the illustration hold the register from the first screen to the product page.
The production-stage cards do what a product description usually does not: they explain how much handwork sits behind a piece, and they do it in the brand's voice rather than in service copy.
The site was built and launched on Tilda. The project credits read branding, research, design, 2023.
The full breakdown is published on Behance and Dprofile — links below.
