Magnolia Lounge, a Melbourne-based retail brand specialising in pyjama wear, came to us looking to define their strategy and purpose, and refresh their brand. They wanted to modernise their look and feel to reflect their quality products through a more structured visual and verbal expression. Workshops and research provided insights into the brand's current position, allowing us to develop their brand purpose: to help women of all ages feel comfortable. The modernised logo reveals a simplified magnolia that matches the fluidity of the brand typeface. The visual system uses five shapes, inspired by the natural forms of the human body in positions of comfort.