Mienne— Bodycare for Everyday Eroticism
Mienne fills the gap between fantasy and reality, as luxury customers look to explore their own desires in an intimacy category that has become sexless and bland. The creative challenge was to reinvigorate bodycare and intimacy products with a sense of passion, a reverence for the body, and a wink of eroticism elevated in the style of luxury beauty.
The design process started with innuendo—something that drips, something with horns, colors drawn from lust and leather. A logo blends fashion cues with fluid dynamics—Mienne’s signature “M” bleeds at the edges as it clings to its oval monogram container.
Primary packaging traces the curves and contours of the body: bulging against restraint, revealing impact, sitting tenderly in the hand. Materials evoke tension: the frosted fog of a steamy car window, the smooth slick of something wet.
Art direction guidelines inspired a launch campaign developed by Chandelier Creative, defining a range of eroticism from covert to overt, leveraging metaphors for touch, power, and pleasure found in everyday life.
Mienne shimmers in the details: a slyly placed monogram, a hint or pop of color, a lush and rich texture. The brand system was designed for small moments of unexpected eroticism across reveals and whispers.
