Freya is a lingerie brand that provides women with comfortable and supportive undergarments that make them feel confident and sexy. The new brand identity for Freya Lingerie focuses on empowering women and celebrating their curves. The tagline "Support never felt so sexy" reflects the brand's mission to provide lingerie that is both supportive and sensual. The brand image is sensual, sophisticated, elegant, exclusive, and confident, which is reflected in the color palette and overall design.

An in-depth research was conducted on the target market and analyzing

competitors. It was found that modern women prioritize comfort, confidence, and style. They are drawn to luxury lingerie brands. It was discovered that the industry was saturated with conventional and often gendered brand identities that did not reflect modern woman's values.