How we did our bit for the well-endowed divas of the world


Lingerie company Panache wanted to create a range of lovely bras that would celebrate women with ample figures and make them feel feminine, gorgeous and on top of the world. Their range was beautiful – comfortable and supportive, but stylish, too. There was just one problem – they couldn’t come up with the right name. And the date for the launch was getting ever nearer.


So they came to us and asked if we could create a full-figured name in double quick time. We snapped into action, calling together a shapely team of five women and one brave Frenchman and we got to work.


To begin, we explored the brand world of the statuesque woman and asked ourselves how far we needed to fit with or fight the conventions. We created big, bold territories to provide the launch-pad for creating names: sensuality, feminine power, role models, performance. We got cheeky and irreverent. We played with words and ideas in all the languages we knew.


When we got together a long list, we checked the names over for immediate trademark conflicts and linguistic bear-traps and prepared, a little nervously, to meet our client. We knew there was a lot riding on this and time was short.


We needn’t have worried. Their response was enthusiastic and decisive: “That’s the one.”


And so Sculptresse by Panache was born. And it’s been supporting the large and lovely around the world from the spring of 2013.


“We worked with Butterfly on a naming project for a new Panache brand. We enormously enjoyed working with the team there and their enthusiasm for the project was a real joy to see. The process as structured, ran smoothly and resulted in a name that we could all agree on.”
Head of Marketing


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