For my graduate Nature of Identity class I was asked to manifest a renewed “soul” for a dead, defunct, or dying brand. I chose to rebrand Frederick’s of Hollywood and I identified “innovation” at the heart of Fredrick Mellinger’s original brand and re-built it from there. The iconic Frederick’s of Hollywood was transformed into Frederick Mellinger laboratories; A brand that now offers the science and technology behind attraction.
I wanted to create a visual language that retained the sensuality, seduction, and innovation of the old Fredericks of Hollywood while introducing a new approach to the brand and its extensions. Macro photography of nature, orchids, chemistry, and technology were utilized throughout the identity manual in order to create a feel of intrigue, attraction, and innovation. The dark photography and heavy usage of black pays homage to Frederick Mellinger’s roots as an avant-garde fashion designer who introduced the first black thong to the American woman.