With 60% of the market underserved, Cuup saw an opportunity to create a better side-kick for every woman — the perfect bra, in every size, A to G. 

We were able to develop a look/feel and voice for the brand that projected an inherent femininity (we’re dealing with female bodies) with a very real voice, complemented by a more neutral design aesthetic. On landing, users input their bra size and immediately see photography across the website change to reflect that sizing. Our strategic use of photography converts shoppers with confidence in their selections because they’re able to see how the product looks on someone like them.

Agency — Something New
Note: Site designs have changed post launch via other creative oversight.

More work —

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