HUNKEMÖLLER

BRAND VOICE LEAD | Jan 2025 - July 2025

Part of the team behind Hunkemöller's recent rebrand, I developed the brand book, tone of voice and messaging framework before rolling it out across social, CRM, retail and e-commerce. I also concepted the storytelling behind For Every Woman in You, The Soft Collection and The Private Collection.

A collage of four images featuring soft, cozy textures and calming colors. Top left shows a woman in a white long-sleeve top and underwear, lifting her shirt slightly. Top right depicts a cloudy sky with soft blue and gray tones. Bottom left features
A messy bed with white, crumpled sheets and pillows.
Close-up of a light pink door with a bow-shaped decoration and two round golden doorknobs
Black and white photo of a woman in lingerie and a corset, with text overlay promoting a private collection.
Woman in black lace lingerie with laced-up design, standing indoors against a marble wall.
A woman wearing black sheer lingerie with geometric patterns, standing indoors in front of a mirror and elegant furniture, with the text 'for the woman who owns every moment' overlayed.
A woman wearing black lace lingerie and fishnet stockings, holding leather flogger, with text overlay that says 'embrace your sensuality, your way'.
A woman lying down wearing a white ribbed bra and blue pajamas, with her hand resting on her forehead, looking at the camera.
Woman sitting on a couch reading a book and smiling with sunlight coming through a window in the background.
A woman with long blonde hair in black athletic wear sitting cross-legged on a white fluffy rug in a room with a beige couch and dark wooden floor.
A woman with curly hair lying on a bed, reading a book.
A woman in black underwear relaxing on a bed with cream-colored bedding, smiling with her eyes closed, with product descriptions overlaid on the image.
A woman with short brown hair smiling with her eyes closed, wearing a white top and a light blue striped shirt off her shoulder. The background features a light-colored curtain and a blurred room setting. Text on image reads "a familiar face" and inc
A woman in red lace lingerie standing in front of a mirror, looking at her reflection. The scene is set in a bedroom with a lamp on a bedside table and a white curtain in the background. The text on the image says, "she brings every role and every mo
Portrait of a woman with wavy brown hair, wearing a white lace top and a white shirt, lying on a bed with soft lighting, looking relaxed. Text overlay reads 'for every woman in you with Holly'.
A woman in a pink satin nightgown is leaning over a kitchen counter, reaching for something. The kitchen has white cabinets and tiled backsplash, with shelves holding various items like a vase, jars, and containers. Fruits are visible in the foregrou
A woman with long blonde hair stretching her arm above her head, wearing a black sports bra and black pants, sitting on a bed with a white fuzzy blanket, in a cozy indoor setting.
A woman wearing a blue lace see-through top and jeans, holding a white jacket over her shoulder, with text overlay about balancing her day with intention, heart, and purpose.
A black-and-white photo of a smiling woman with long wavy hair, wearing a sleeveless top and a skirt, standing outdoors near a brick wall and fence with trees in the background.