Firstly Brand Repositioning and Naming

About the Project Firstly, formerly Calita Intimates, had built a loyal fanbase around their thoughtfully engineered underwear, and their founder had poured herself into the brand story. As they prepared to step into their next era of growth, the brand required a scalable strategy that highlighted their true differentiators, along with a name that could embody it all. We created a brand that puts the first layer first.

The strategic shift: Repositioned them around “Comfort Comes Firstly,” transforming a functional intimates brand into a movement that celebrates life’s transitions with joy, honesty, and premium design.

From: “Comfortable, breathable underwear made from micro-modal and organic cotton” To: “Firstly: Joy in the first layer. Intimates that evolve with you, celebrating every body, every age, every stage.”

The magic happened in the messaging and naming. By centering the idea of “firsts,” we built a joyful brand that celebrates every age and every stage, transforming intimates from overlooked basics into a foundation that evolves with women throughout their lives.

In collaboration with Sabrina Polanco 🧡