Popilush
Shapewear Apparel
🏆 Lit Awards, Brand Transformation/Repositioning, Gold
🏆 Lit Awards, Integrated Marketing Campaign, Platinum🏆 Davey Awards, Integrated Campaign, Silver
Popilush set out to empower women of all shapes and sizes through apparel designed with built-in shapewear—but perception wasn’t keeping pace with product. Despite strong loyalty among existing customers, the brand was being overlooked by a broader audience who viewed it as cheap and untrustworthy. Through brand strategy, we identified an opportunity to elevate both the voice and visual identity—amplifying what fans already loved while creating a more supportive, confident, and credible brand expression.
Rooted in the language of its community, we defined a core equity—Live Lush—and built a refreshed brand world around the idea of looking and feeling lush. The rebrand introduced a more refined, feminine visual system paired with a warmer, more authentic tone of voice, repositioning Popilush from functional shapewear to an expressive, confidence-driven lifestyle brand.
Services: brand strategy, brand identity system, logo redrafting, brand launch campaign, photoshoot, organic social, paid media, PR
Launch Campaign
Live Lush extended naturally into an integrated campaign that reintroduced the brand at scale. Anchored by Popilush’s first national TV spot and supported by a broad suite of digital and social assets, the campaign connected the product’s functional benefits to emotional outcomes—confidence, ease, and self-expression. Influencer partnerships and creator seeding further amplified the message, helping the brand show up more authentically within culture. Together, the rebrand and campaign established a more elevated, resonant presence—expanding reach while deepening connection with a new generation of customers.
