Origin

Mission

To support women in being their most beautiful and authentic selves, lifting each other up and delivering the perfect bra, always.

Vision 2027

To be the most trusted and preferred lingerie brand across Europe, leading in market share, consideration, and consumer preference.

Brand Objectives

• Build lasting brand awareness and an inclusive community for every woman
• Promote products and lifestyle that represent comfort, confidence, sensuality, and innovation
• Create a space where all women, regardless of age, size, color, or background, can find joy and empowerment in their daily lives

Tone of Voice

Empowering, confident, sensual, authentic, and inclusive. Always celebrates individuality and emotional connection. Conversational, genuine, and encouraging. Social media and content should carry positivity, support, and playful elegance.

Target Audience

Women from age 12 to 120, all backgrounds and body types. Key segments include Gen Z, Millennials, new mothers, career women, bridal shoppers, fashion-forward trendsetters. Targeting all life stages: first bra, maternity, sport, mastectomy, special occasions.

Choice of Photography

Favor candid, natural shots featuring real moments and personal style—avoid heavy filtering or staged visuals. Make product and experience the hero of every frame. Showcase a range of moods—comfort, celebration, elegance, relaxation, empowerment.

Visual Standards

• Content should be visually rich, expert-led, and consistent with brand guidelines
• Maintain premium standards in every detail—lighting, angles, and finish
• Authentic storytelling: showcase real moments and genuine styles
• Highlight product details: fit, comfort, color, texture, and design innovation
• Reinforce messaging with branded hashtags and emotional cues

Engagement Best Practices

Always respond with warmth, appreciation, and empathy. Address questions, suggestions, and criticism constructively. Disarm trolls or negativity with professionalism and humor.

Featured Campaigns

Recent flagship campaigns include #ThePerfectBraAlways, #ForEveryWomanInYou, and "Under The Influence" influencer capsules.

Campaign Philosophy

Campaigns celebrate diversity, body positivity, and key life moments such as bridal, maternity, and self-love. Ambassadors represent genuine, empowered voices, blending personal stories and authentic engagement to showcase our collections—bridal, fashion, comfort, nightwear, essentials, and swim.

Brand Mentions

Track and amplify organic brand mentions across social media—engage to keep dialogue active. Share and celebrate UGC, campaign highlights, and ambassador stories. Always represent the brand in a premium, positive light.

Do's

• Uphold brand tone and high standards across all posts
• Keep visuals authentic and premium—good lighting, genuine moments, high-resolution
• Use clear, concise, and error-free captions
• Tag & mention @hunkemoller in posts and stories
• Stay up to date with campaign, collection, and brand news
• Maintain a consistent aesthetic reflecting Hunkemöller's visual identity

Don'ts

• Diverge from the brand's defined tone or voice
• Share overly staged, filtered, or low-quality content
• Mention competitors or use off-brand language
• Use any abbreviations or slang not widely understood
• Post anything with questionable quality or misleading claims
• Engage in divisive or polarizing topics

Unboxing Reel - TECHNICAL DOs

Framing & Composition

1. Shoot in vertical (9:16); maintain center or rule-of-thirds framing with negative space around the subject for elegance.
2. Establish hierarchy of visuals — packaging > reveal > fabric > reaction.
3. Keep the frame airy and uncluttered — neutral walls, warm tones, and minimal decor (a candle, pastel flowers, or soft drapery).
4. Include macro or close-up shots of textures (lace, stitching, labels, tags) — these elevate the sense of touch and quality.

Lighting

1. Prioritize soft natural daylight from a window or use a diffused key light; no direct harsh light or overhead sources.

Movement & Transitions

1. Keep movements fluid and slow-paced — use gentle pans, slides, or focus pulls.
2. Add intentional transitions like revealing through tissue paper folds, soft hand gestures, or a fabric swipe.
3. Avoid abrupt cuts; use cross-dissolves or match cuts for a premium look.

Brand & Tone

1. The tone should be intimate, confident, and warm — never loud or overly “salesy.”
2. Speak in a soft, conversational tone; a gentle smile throughout adds approachability.
3. Incorporate subtle Hunkemöller packaging visual cues — pink packaging, logo tissue, lingerie tag, or ribbon in frame.
4. Mention key product qualities (comfort, fit, detailing) naturally — not as bullet points.
5. Include a moment of delight — a pause or smile when touching the product or describing why you love it.

Sound & Edit

1. Use light, feminine music — ambient pop, acoustic, or soft electronica in moderate tempo
2. Keep the audio mix clean; record spoken bits with low background noise.
3. Add subtle text overlays or product mentions; use soft fonts, pink-beige tones.

Unboxing Reel - TECHNICAL DON'Ts

1. Don’t shoot in low or mixed color lighting (e.g., daylight + tube light) — it distorts tones.
2. Don’t clutter the frame with unrelated decor or other brand packaging.
3. Don’t overexpose whites (especially packaging) — maintain texture.
4. Don’t use jarring transitions, jump cuts, or trendy “pop” effects — they break the brand softness.
5. Don’t tilt the camera unnecessarily; keep horizon and eye lines steady.
6. Don’t use harsh, echoey audio or over-compressed music.
7. Don’t wear overly bold prints that distract from the product — go for neutral or pastel tones.

IN-STORE REEL - TECHNICAL DOs

Framing & Visual Language

1. Begin with a wide establishing shot — signage or store exterior, then move into mid and close shots.
2. Focus on flow and discovery — your movement through the store should feel graceful and curious, not rushed.
3. Mirror moments are key: frame them in soft, flattering light; avoid harsh ceiling glare.
4. Show store details — pink signage, loungewear displays, fitting room signage, or perfume shelves; this reinforces brand environment.
5. Keep vertical framing consistent — avoid tilting between horizontal and vertical.
6. Highlight touch moments — feeling the fabric, hanging a piece back, smiling at a mirror reflection.

Lighting & Color

1. Use available store lighting but correct exposure manually if possible; Hunkemöller stores have warm-white tone lighting, preserve that.
2. Avoid color temperature shifts in edit.

Camera Movement

1. Use gimbal or stable handheld for smooth tracking shots (walking past displays, picking items).
2. Move slowly with intention — every movement should feel part of the story (entering frame, browsing, leaving).
3. Capture POV perspectives — hand reaching for a hanger, walking through racks, mirror try-ons.

Tone & Performance

1. The energy should be inviting, warm, confident, like a private shopping moment.
2. Smile naturally, interact gently with products, and maintain soft gestures.
3. Avoid performing to camera; instead, let the camera “discover” you — it should feel documentary-like.
4. Include micro-reactions — a small nod, subtle delight — these make the reel relatable.
5. Mention or tag @hunkemollerindia subtly in caption or final shot if required.

Editing & Sound

1. Keep final reel 20–30 seconds, with pacing that mirrors the in-store browsing rhythm.
2. Music should feel modern, elegant, and feminine — avoid bass-heavy or high-energy tracks.
3. Color grade lightly: increase warmth, lower contrast slightly for a creamy, premium finish.

IN-STORE REEL - TECHNICAL DON'Ts

1. Don’t film without permission in private zones (e.g., fitting rooms, cashier areas).
2. Don’t shoot at angles that distort the space (too low, too high, or wide).
3. Don’t oversaturate colors in edit. Keep tones natural and soft.
4. Don’t mix hard cuts or trendy text overlays; use fade-ins, soft wipes, or timed zooms.
5. Don’t use gimmicky camera effects (fast zooms, boomerangs, transitions that feel forced).

STORE VISIT - TECHNICAL DOs

Wardrobe & Outfit Selection

1. Prioritize soft, feminine palettes — blush, beige, ivory, powder blue, lilac, or muted rose. These harmonize with Hunkemöller’s brand colors.
2. Choose silhouettes that feel confident yet effortless — robes, slips, satin shirts, or loungewear that drapes naturally.
3. If layering, use tone-on-tone styling (e.g., nude robe over soft pink lingerie) to maintain visual coherence.
4. Keep focus on texture and fabric — lace, satin, mesh, or cotton blends. These should look tactile and luxurious on camera.
5. Ensure fit is perfect — no gaping straps, visible tags, or creased fabric. Steam before shooting.
6. Add subtle accessories only if they enhance softness — dainty jewelry, silk hair ties, or minimalist gold pieces.

STORE VISIT - TECHNICAL DON'Ts

1. Don’t wear bold prints, neon colors, or high-contrast patterns — they clash with the brand’s gentle femininity.
2. Don’t use logo-heavy outfits or visible branding from other labels.
3. Don’t style with harsh or reflective fabrics (sequins, metallics, latex) — they break the premium softness.
4. Don’t accessorize excessively — avoid large hoops, chunky necklaces, or statement belts.
5. Don’t combine too many textures in one frame (e.g., lace + leather + knit). It distracts from the product.
6. Don’t film in busy environments (laundry racks, cluttered dressing tables, bright colored sheets).