Victoria’s Secret

Sexy gets sophisticated.

For women across the world, Victoria’s Secret defines sensuality. Mucca was asked to help reconnect the brand with the maturing tastes of its clientele, beginning with an internal brand book. We also supplied the client’s creative team with a host of new graphic assets, including a refinement of their iconic logotype, a new sophisticated monogram, and a family of patterns and icons.


The renewed branding appears on everything from signage to tags and packaging.

We created an internal brand book illustrating the story of Victoria, the company’s fictional muse, to act as a source of inspiration as the brand continues to evolve.


Our work has been an integral part of the client’s strategy to elevate its brand and regain a core demographic that it had lost over time. The elegant new elements convey the brand’s renewed commitment to luxury and feminine allure.