merit
When Playtex was ready to evolve, Barker delivered an inspired new brand identity and positioning that reframed the way we see support—starting with her. Literally. For Playtex, curvy women aren't an afterthought—they're the first thought. With a new rallying cry, It Starts With You, and a refreshed visual identity rooted in community and belonging, we laid the groundwork for a brand that makes her feel seen, supported, and celebrated every day.
Barker was tasked with reimagining Playtex for long-term relevance—retaining the brand’s loyal customer base while attracting the next generation of consumers. Our target was curvy women who’ve spent their lives compromising on fit, comfort, and style because bras were never truly designed with their bodies in mind. But Playtex is different—it starts with her. With decades of fit expertise, Playtex crafts bras that deliver on real comfort, real style, and real affordability. The challenge was to help her see Playtex as the brand that truly understands her, by shifting the narrative: great bras don’t just accommodate her—they begin with her.
We redefined Playtex with a powerful promise: It Starts With You. That line became the heartbeat of the brand and the foundation of a comprehensive new brand book—complete with manifesto, tone, visual system, and audience personas. The new identity is warm, honest, and grounded, with a design system that’s as thoughtful as the product itself. From colors like “Grounded in Teal” and “Comfort in Coral,” to typography that pairs a modern sans serif with expressive script, every choice was made to invite her in.
This work set the stage across every touchpoint: aligning internal and external teams, selling in the vision to retailers, establishing the foundation for a new website, and sparking the development of a campaign and new product SKUs. The new Playtex brand isn’t just modernized—it’s finally aligned with the woman it was made for.
