Lolaliza — Dress like you. Reconnecting with its empowering roots, updating its brand to feel bolder, younger, and more consistent across all touchpoints.
Every woman is beautiful, and deserves to feel that way. Inclusivity, body positivity, and female empowerment are not just empty buzzwords for LolaLiza.
Empowering every woman to feel confident and comfortable in her own skin lies at the heart of the new LolaLiza.
LolaLiza is a Belgian fashion brand with 20 years of experience and more than 100 retail outlets in Belgium, France and Luxembourg. A brand that fits every confident, self-assured woman's closet.
And yet there was a different brand perception among the general public: inconspicuous middle man, a tad outdated, out of fashion even. The brand also struggled with an inconsistent brand experience across touchpoints. With these challenges, they knocked on our door. An intensive consultancy process was followed by an extensive visual makeover. One that brings LolaLiza back closer to itself. More dynamic. And connects with a younger, female target audience.
Inclusiveness, body positivity and female empowerment are not empty buzzwords for LolaLiza. They were already contained in the brand's DNA, albeit somewhat hidden. That's precisely where we saw an opportunity. In the saturated fashion market, it's hard to compete on functional benefits. But with an emotional promise, LolaLiza could stand out. And so we sharpened those fundamentals again. 'To empower every woman to feel good about herself' is the foundation of the new LolaLiza. It not only brings them closer to themselves again, but also makes them relevant again to a younger, female target audience.
Expressive, accessible and updated. A dynamic branding system based on the letters “l” from the logo gives LolaLiza more room to move, without sacrificing uniformity. It feels vibrant, fresh and recognizable. The color palette also received an update. The new more expressive, brighter colors emphasize LolaLiza's colorful character. We also created an extensive graphic toolbox that allows LolaLiza's internal agency to create a consistent brand experience. And this both online, in store and on social media and out of home.
