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.
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.