HUNKEMÖLLER

BRAND VOICE LEAD | Jan 2025 - July 2025

How do you make a 140-year-old lingerie brand sound like the women wearing it now? That was the brief (more or less).

As part of Hunkemöller’s rebrand, I wrote the brand book, zhuzhed up the tone of voice and messaging, and rolled it out across social, CRM, retail and e-commerce. I also concepted the stories behind the brand’s biggest campaign since its relaunch, For Every Woman in You, as well as The Soft Collection (cashmere tops) and The Private Collection (considerably less cashmere).

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.