The category swings between clinical euphemism and millennial-pink noise. Plume needed grown-up, warm and plain-spoken — all at once.
We designed a soft editorial system in cream and dusty rose, wrote product pages that answer real questions in the first paragraph, and structured the catalogue around the questions women actually type into search.
Plume now reads like the friend who happens to be a doctor — the store finally matches the trust the product had already earned.
Some categories don’t need disruption; they need someone to finally speak plainly. Plume does.
Next projects.
(2016-25©)
