What does it take to redefine beauty in a world where consumers demand both authenticity and sophistication? Chantelle, a 150-year-old French lingerie brand, answers that question with its “Something More” campaign.
In this blog, we’re diving into how Chantelle’s campaign is shaking up traditional marketing. By mixing creative branding, eye-catching design, and smart storytelling, they’re connecting with today’s consumers in a big way. From tapping into their rich heritage to curating stunning visuals, Chantelle shows how fresh, innovative content can take a brand to the next level. Stick around as we break down lessons that marketers, branding pros, and small business owners can use in their own strategies!
Why Chantelle’s “Something More” Campaign Stands Out?
Chantelle takes creative branding to the next level by transforming the concept of “luxury” into something deeply personal. At its core, the campaign challenges fast-fashion disposability by focusing on craftsmanship, timeless design, and inclusivity.
Here’s what sets this campaign apart from the rest:
Strategic Ambiguity: The tagline “Something More” is deliberately open-ended, designed to resonate with a wide range of audiences. This phrase invites personal interpretation, encouraging each individual to define what “more” means to them—whether it’s more confidence, more beauty, or more authenticity. This approach creates a sense of inclusivity, appealing to diverse demographics by allowing them to see themselves reflected in the brand’s message.
Impeccable Visual Storytelling: The campaign’s visuals masterfully blend Parisian elegance with a sense of intimacy and aspiration. Through carefully curated imagery, the brand evokes the timeless charm of Paris while making it relatable and attainable to the viewer. The use of warm lighting, natural settings, and candid moments connects emotionally with the audience, presenting a narrative that feels authentic yet aspirational, striking a balance between sophistication and approachability.
Inclusive Casting: By featuring a diverse range of models, the campaign challenges traditional beauty standards and emphasizes that beauty is not confined to a single shape, size, or age. The representation of individuals from various backgrounds and life stages sends a powerful message of inclusivity, making the brand more relatable to a broader audience and fostering a sense of belonging. This commitment to diversity reinforces the idea that everyone deserves to feel beautiful in their own unique way.
These elements create a cohesive, multi-generational narrative that speaks to both Gen Z’s need for authenticity and older consumers’ appreciation for longevity.
Lessons from Chantelle’s "Something More" Campaign
1. Leverage Creative Branding to Tell a Multi-Dimensional Story
The tagline “Something More” is a great example of how to design marketing materials effectively. It is broad enough to encourage personal interpretation while staying connected to Chantelle’s core values. For younger audiences, “Something More” represents self-empowerment and breaking beauty stereotypes, whereas for long-time customers, it reflects quality and timeless craftsmanship. As a small business owner, you can apply similar strategic ambiguity in your campaigns. Rather than focusing solely on products, craft a deeper story that resonates emotionally with your audience.
2. How to Use Graphic Design in Marketing Like Chantelle Does
Chantelle’s campaign demonstrates that less is more in graphic design. The visuals rely heavily on neutral tones and natural settings, creating an effortlessly artistic aesthetic. For your business, consider investing in timeless design elements like simple typography or cohesive color palettes. Use negative space effectively to draw attention to key details, similar to how Chantelle highlights intricate lace designs without cluttered visuals.
3. Creative Content Marketing with Diversity at Its Core
Chantelle’s casting strategy avoids the clichés common in inclusive marketing. Their models represent a range of ages, ethnicities, and body types, but the natural poses and styling ensure authenticity rather than tokenism. To follow this approach, align your content strategy with authentic representation. Simple decisions, such as showcasing your product in a variety of lifestyle settings—from dynamic, high-energy moments to calm, intimate ones—can help you appeal to diverse audiences without feeling forced.
4. Digital Marketing Done Right: Platform-Specific Content
One of the most impressive aspects of the “Something More” campaign is how it translates seamlessly across digital platforms.
Instagram Reels: Quick, close-up shots of lace hooks being fastened (appealing to ASMR trends).
TikTok: Time-lapse videos of Parisian locations featured in the campaign.
LinkedIn: Behind-the-scenes clips of artisans crafting Chantelle’s products.
For retail businesses experimenting with digital marketing creative, focus on tailoring content to each platform’s audience while maintaining a cohesive brand narrative.
5. Stay Rooted in Heritage While Reinventing Your Image
Chantelle’s 150-year heritage is subtly embedded in the campaign without feeling outdated. Macro shots of artisan lace details connect to their history while backing up claims of quality and craftsmanship. If your brand has a rich history, consider bringing it to life through micro-stories or visuals that highlight your unique value.
Additional Creative Branding Tips for Small Businesses
Marketing for retail and small businesses doesn’t need to mimic “flash-in-the-pan” trends. Instead, the Chantelle campaign teaches us the power of quiet confidence and a deeper connection with your audience.
Simple Steps to Transform Your Branding Campaign Like Chantelle
Create a Cohesive Brand Voice: Ensure your taglines and messaging resonate across all demographics.
Focus on High-Quality Visuals: Don’t skimp on design; first impressions matter. Use tools like flat-rate services to get professional results cost-efficiently.
Personalize Your Story: Whether it’s through email campaigns or social media posts, infuse content with an authentic narrative. For example, share customer stories or behind-the-scenes shots of your creative process.
Final Thoughts: Luxury is in the Details
Chantelle’s “Something More” campaign shows us that effective creative branding is about telling a story—not shouting for attention. From impeccable art direction to inclusive casting and digital mastery, every aspect of the campaign reinforces Chantelle’s position as a leader in modern luxury among lingerie brands.
Whether you’re running a multi-million-dollar enterprise or a small online shop, the principles behind this campaign offer valuable inspiration. Your brand doesn’t need overt logos or loud sales tactics to stand out. Instead, timeless design, thoughtful storytelling, and authentic connections can make all the difference.
DesignBff’s flat-rate design subscription plan gives you unlimited creative services to bring your ideas to life. Whether it’s a bold new concept or a fresh take on your brand, we’ll help you create designs that truly deliver your message. Schedule a free consultation with us today!
FAQs about Creative Branding
Can DesignBff help create branding materials for a campaign?
Yes! We are experienced in designing campaign assets like logos, banners, social media posts, email newsletter design, and more to ensure your branding is consistent and impactful.
How does DesignBff support brand consistency across different platforms?
Our centralized process and tools allow clients and designers to refer to the creative bank anytime for ongoing design inspiration, also we are supposed to do the homework beforehand as professional design agency.
We ensure your designs align with your brand guidelines, creating cohesive visuals for websites, social media, packaging, and more to maintain a unified brand identity.
Can DesignBff help with creative concepts for a new campaign?
Check out our Elite subscription plan for customized project scope including creative concepts and ideation, make sure to book a call with us to consult for large-scale or strategic creative support.
