Huug

The Project

Huug was ready for its next chapter: the first new product launches since the brand began, and a rebrand to bring its technology-led point of view to life. I partnered closely with the co-founders and CMO to craft the strategic direction and go-to-market plans for new product styles and colorways.

The partnership also extended to initiatives such as developing a new naming schema for product offerings and shaping the brand discovery and strategy that guided the agency-led rebrand, with continued client-side collaboration to refine the chosen direction.

Huug campaign portrait of a woman wearing a black bra beside a wooden stool

Huug Camellia bra worn by a woman, photographed against a pale gray backdrop

THE APPROACH

A better bra, built around real life.

Women have been putting up with uncomfortable bras and frustrating laundry routines for a long time. Huug had a real product answer. The opportunity was to make that difference clear, giving the brand a distinct place in a crowded category.

EnMeshed Tech became the heart of the story: built-in mesh that gives sculpt and support, without wires or removable pads, and goes straight into the washer and dryer. That idea connected the brand direction with product stories, launch plans, and a more intuitive way to name and organize the assortment.

THE PRODUCT DIFFERENCE

Make the innovation visible.

A closer look at the built-in mesh behind Huug’s shape, support, and easy care.

EnMeshed Tech™ construction · Film by Huug

Close-up of Huug’s EnMeshed Tech bonded mesh — Built-in mesh structure

Detailed view of Huug’s built-in breathable mesh — A closer look at the mesh

Brand, product & technology imagery and film: Huug