Worthy was created by Gemma Allworthy to turn a personal mission into a powerful movement. As a successful influencer who built her platform through unapologetic self-love, Gemma wanted to create something bigger—a brand with purpose. Worthy exists to challenge outdated ideas around sensuality, comfort, and who lingerie is really for. Built from passion and belief in the beauty of every body, the brand is dedicated to designing lingerie that honors, accentuates, and celebrates rather than reshapes. It’s made for the wearer, not the viewer. Bold, modern, and rooted in self-respect, Worthy is a reminder that feeling good in your own skin isn’t a luxury—it’s your right.

We started at finding the right style, going between a bold a professional look vs. a more swirly and playful style. After a few mood boards we chose a direction that still flows with blends and curves while staying bold, professional, and modern. Gemma first started her brand by designing the lingerie herself, even learning the in’s and out’s of sewing to make her own pieces. Using the types of designs they were, we turned them into hand-drawn illustrations in color and applying the brand’s pattern. Adding the little brand logo mark heart into the main and secondary logos were a little extra touch that adds some style and fun to the design.

BRAND & PACKAGING DESIGN

Core Concept

Professional, modern, and feminine with a tone of confidence and happiness that feels comfortable

Main Goals

To create a professional and feminine visual identity that shows the art of confidence and beauty in every body

To design packaging that is discrete and elegant, evoking the feeling of opening a sensuous gift without giving away what is inside.