As part of this project, it will be using the tagline 'Love The Body You're In,' designed to reflect the company's vision and commitment ‘to making women feel like themselves and not only a mother or mum to be’.
Customer feedback has reportedly strongly influenced the redesign and branding, which will attempt to support a new distinctive position that is 'Timeless, not fleeting; Womanly, not girly, Effortless, not contrived, Empowered, not passive, Luxurious, not frumpy, For her, not him!’
Cake Lingerie sales and marketing director Keith Hyams said: "It’s the perfect time to introduce our new logo and branding.
"It publicly demonstrates a cohesive, sophisticated offering and further rewards our tremendous global following. We are very excited with this new direction with a number of exciting announcements to follow."
Cake Lingerie designer and founder Tracey Montford added: "Our new branding and soft effortless imagery, perfectly compliments the product offering and branding, which is very much attuned to
our future direction. We've loved the journey thus far and look forward to sharing this new chapter in the evolution of Cake Lingerie".
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