Savage x fenty

Founded by Rihanna, Savage X Fenty is a lingerie brand that emphasizes confidence, and is designed for all genders, sizes, and backgrounds.

Led by TechStyle Fashion Group and EAT Studio, I was brought on for the naming process, as well as concepts for brand identity and campaigns.

After 1000s of names, Fluid was chosen to represent both the sensual and inclusive aspects of the brand. However, Savage would go on to become the final choice - which came from Rihanna herself.