Repositioning for long lasting success

Threading the Line

Up&Under is a Thai brand of lingerie and shapewear conceived to fill the gap between comfort and beauty. All pieces are designed in a process involving many prototypes before the completion of a finished product. The Up&Under vision is to empower women by inspiring confidence through functional undergarments.


Yet even with such innovatively designed products, they knew more awareness would be necessary to succeed in a space dominated by big domestic brands. And with the goal for expansion in other countries in SEA – a new direction to deliver cohesive brand experience was needed.

What We Did

To elevate awareness, a new story had to be told. In our close workshop sessions with Up&Under, we went back to the drawing board to overhaul existing branding and product architecture together.


This created the strategic framework for a new direction and a campaign to reposition Up&Under as a technology-driven innovator in women’s shapewear – embodied in the message of ‘Threading the Line Between Freedom and Cutting Edge Technology’ and amplified by recruited influencers across multiple platforms.


  • Goal Boosting Workshop
  • Brand Strategy
  • Positioning Recommendations
  • Communication Guideline
  • Product Architecture and Naming
  • Storytelling for brand and founder
  • Slogan Creation


  • Photography Direction
  • Social Media Style Guide
  • Influencer Campaign – Instagram & Youtube

Mind Mode has been able to identify hidden strengths and translate them into out highest brand potential. We enjoy their passion, dedication and creativity a lot.

– Varisara, Founder Up&Under


This collaborative relationship blossomed into a successful awareness campaign that produced authentic conversations and interactions between influencers and audiences. And as a happy side-effect, users uncovered new ways of wearing Up&Under, creating occasions for shapewear as statement pieces in everyday life and fashion. We loved the openness and willingness of the client to explore a new direction.