Ivy & Lace

A size inclusive new to market lingerie brand

Project Brief

SCOPE OF WORK: Branding, website

The founder of Ivy & Lace came to Emmersyn with a strong product vision and a head full of ideas. Her brand was a new-to-market lingerie and sleepwear label that celebrated curvy women, inclusive sizing, comfort, and confidence.

She had a logo, a rough colour palette, and a vision that lived more in her head than in her strategy. There were too many angles, too many possibilities, and no cohesive way to express what made Ivy & Lace different.

She knew she wanted women to feel confident in their bodies, but wasn’t sure how to articulate that in a way that would emotionally land, stand out in the market, and translate into strong visuals and messaging. She felt overwhelmed and unclear on how to shape it into a cohesive brand.

The Process

The brand had a name and a traditional logo — but not a clear identity. We started by unpacking the founder’s ideas and directionless vision. I landed the brand on one clear, ownable concept: Underwear you won’t want to take off.

From there, we repositioned Ivy & Lace in the market through strategic messaging, tone of voice development, visual refinement, and creative direction. We mapped brand storytelling moments designed to stretch across campaign, packaging, and content — all built to evoke comfort, confidence, and intimacy. We refined the brand palette and supported the development of the website narrative to align with the brand’s emotional core.

The Work

Brand Essence Development: Underwear you won’t want to take off.
Brand positioning anchored in the emotional experience of living in your lingerie
Messaging and tone of voice that speak directly to curvy women with confidence and care
Colour palette refinement to soften the aesthetic and reflect the brand’s feel-good comfort
Visual direction and campaign concept centred around storytelling moments (slow mornings, lounging in briefs, marshmallows by the fire)
Launch idea development for the Slumber Launch Party — aligning the IRL event experience with the brand’s core emotion of comfort, fun, and femininity
Website support including headline structure and key messaging copy
Concept: So comfortable you feel naked

Sample of a gallery with grid style

Kind words

Working with Utopia was an absolute pleasure. The team was incredibly professional, responsive, and creative. We couldn’t be happier with the results.
Sophia Reily
CEO OF Bloom Co.