Negative has always been about removing the unnecessary bows and frills commonly found in women's lingerie, and focusing only on what matters — beautiful, comfortable garments made with the best materials to stand the test of time.

The original logo was a literal interpretation (with parts of the letterform removed) but it looked fussy, reflecting the opposite of the brand’s minimalist aesthetic. The new logo is simple and timeless, with intentional negative space between the letters.

The new packaging system focuses on sustainability, opting for recyclable and biodegradable materials and whenever possible, blind embossing to use less ink. 

Each order needs to be shipped with a receipt, so to make that special, I re-imagined the art direction on the postcards to be “treat themed”. Everything gets packaged inside a custom vellum envelope to give customers that feeling of unwrapping candy.

The digital experience and graphic system are both guided by the “minimal meets functional” brand ethos, consisting of nearly invisible elements, like a strong use of grid, white space and small graphic elements like arrows and dashes.

The new care labels were designed to be removable or printed directly onto the product to maximize comfort and function.

Role
Brand Design, Packaging,
Art Direction, Digital Design 
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Photography Off Figure
Photographer: Brandon Titaro
Styling: Chad Burton
Art Direction: Natalia Grosner
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Photography On Figure
Photographer: Lara Callahan
Styling: Lilli Milhiser
Art Direction: Moira Gilligan
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Client
Negative
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Team
Marissa Vosper, founder
Lauren Schwab, founder
Aurora Amidon, copy
Megan Fenessy and Madison Ferby, production