EXTEASY, a lingerie brand with established market presence featured in ELLE and showcased at NYFW, approached Pure Shot for brand reinvention. The resulting identity emerges luxurious and sensual, with a touch of mystery — reflecting its New York City origins and embodying MODERN LUXURY philosophy.
Inspiration:
Mood Board:
Visual Identity:
The flowing lines of the logotype echo intimate silhouettes and design elements — bra contours, panty curves, crystal embellishments, and delicate lacing.
The typography mirrors New York City architecture — where intricacy complements strict forms.
The palette explores shades of black and white, allowing each seasonal collection to define its signature accent.
The pattern interweaves X’s — the brand’s original mark — with zeros representing renewal, marking evolution rather than restart.
Every detail of the tag is intentional — from corner shapes echoing typography lines to skin-like soft-touch coating and semi-transparent material complementing tissue wrapping.
Packaging:
Transcending standard packaging, an eco-leather cosmetic bag is a sustainable choice that becomes an elegant accessory while serving as a daily brand reminder.
Reimagining ordinary cards, a philosophy-embedded mirror encourages customers to identify themselves with modern luxury, inspiring authentic brand content.
Patterned tissue paper elevates protective function into symbolic elegance.
Online Store:
Catalog:
Embracing editorial aesthetic, the catalog reveals product allure through intimate details and considered angles.
Campaign:
The falling veil captures the moment of revelation, symbolizing brand transformation through ethereal movement.
