BALI BREATHE

BALI Breathe is a collection of intimates designed for the mature and stylish woman who no longer wants to compromise on their bra and underwear. The At Last campaign tapped into a consumer insight: Why is it the moment she gets home she eagerly takes off her bra? With its breathable fabric and delicate lace details, at last there is a bra and underwear that is as beautiful as it is comfortable.

The campaign art direction informed and paved the way for a broader brand refresh and repositioning that embraces a wellness and self-care mentality with serene lifestyle imagery, play with light and shadows, a strong yet feminine typeface and a rich and elegant colour palette.