FutureBrand | TellTale


Empowering millennial women to embrace their sensuality by telling their own story


While today’s woman is confident in who she is and where she wants to go, she still exists in her own, same skin. And her desire to feel comfortable, confident and beautiful will never fade. This combination of comfort, beauty and confidence is what Soma has been known for since day one.

The established lingerie retailer originally made a name for itself by serving women between 45 and 65 through 300 brick-and-mortar lingerie boutiques across the United States. As part of the larger holding company Chico’s FAS, Soma was setting their sights on reaching a new, younger demographic: women between the ages of 30-35. However, they were struggling to engage with today’s modern millennial woman who has a distinctly different attitude towards lingerie than previous generations.

The Challenge

Soma recognized that for their new target audience, the experience of shopping for lingerie in-store was playing second-fiddle to the convenience of online shopping. As both incredibly tech-savvy and expert multi-taskers, these women needed more than a typical lingerie store.

Soma partnered with FutureBrand to figure out the next phase of their future. We set out to understand whether Soma could credibly extend their brand to a younger audience — without alienating their core established consumer — or would a new-to-world offer be more relevant to this group?

The Solution

After completing consumer journey research and a deep-dive in the Soma brand, we helped them make the case for the creation of a completely new offer. The new brand would be built to upset the status quo long maintained by brands like Victoria’s Secret — focused on a performance of sexuality rather than authentic sensuality — while still remaining competitive in an extremely crowded category. In addition, the new brand would need to be entirely consumer driven — counter to how Soma have approached their other brands. The decision to launch this new brand to such a specific audience direct-to-consumer indicated a bold departure in business strategy.

Over the course of the next 4 months, FutureBrand helped Soma’s team define the name, strategy, brand voice, visual identity and digital experience for the brand new TellTale.


TellTale appeals to tech-savvy millennials who are focused on the curation of their own experience. From self-care to self-expression, TellTale gives its audiences the tools to share their story in a contemporary way, with the expertise learned by creating Soma’s products.