CLIENT
Night & Day, Andover, MA

PROJECT
Brand development and marketing materials for high-end lingerie store

AUDIENCE
Primarily mature women, ages 35-55

Also, men shopping for mature women.

PURPOSE
To create a brand that makes lingerie acceptable and desirable for mature women (and men)

COMFORT & BEAUTY FOR NEW ENGLAND WOMEN

The challenges in creating a successful new lingerie store in a historic New England town are significant.

Unlike European women, Americans are not accustomed to spending more for higher-quality bras & underwear. Most husbands would rather go to the dentist than be forced to buy lingerie for their wife at the intimidating, slightly sleazy, mall-based lingerie stores. And, in general, taboos tend to surround lingerie in socially-conservative New England, thanks to remnants of the Puritanical roots that traveled with the Pilgrims on the Mayflower.

Night & Day set the goal of redefining the lingerie-shopping experience for women & men and asked Milestone to create an image that was elegant, sophisticated, romantic, classy, desirable and fun. Every aspect of the brand received careful attention, including the logo, color palette, packaging, advertising, environmental graphics, web site, and other marketing materials.

The store has been wildly successful in its first year of business. Thanks to consistent advertising and effective word of mouth, Night & Day has become not only a popular store for local residents but also a destination store for shoppers traveling from as far as Cape Cod & Maine. Mature women (and their men) love the experience of shopping in such a beautiful store, and are learning that high-quality, beautiful, comfortable, bodywear is worth the extra money and is NOT just for the young, thin, “perfect”, 20-something girls.