Work

Thigh Society first launched in 2009 with a mission to liberate women from an age-old, and painful problem: the excruciating burn that comes from skin-on-skin friction caused by bare thighs rubbing together (a.k.a. thigh chafe). Since then, they’ve changed how women go about their day-to-day lives. No more messy powders, creams, and gels. No more sticky thighs, sweaty butts (or crotches)—now, they have the freedom to move anyway they choose and the feeling of relief knowing they’re covered. Thigh Society was built with a clear vision: to help customers change how they think about their bodies instead of aiming to change them. Their objective for the brand was to bridge the gap between its existing identity and brand values—Authenticity, Confidence, Relatability, and Wit. By implementing a new visual system, the brand image was refreshed to reflect their value proposition and create a more distinctive and relatable brand. A brand for people who chafe & sweat. Whoever they are, wherever they go.