Concept / Branding/ Design
-May 2022
Brand ID: Lingerie with attitude
Focsy is a bold, elegant, and playful lingerie brand that empowers women to enjoy themselves and feel comfortable in their own skin. Its name fuses the sound of “fox” with “sexy,” and evokes the clever confidence of “foxy.” Inspired by women who defied conventions, those who led with independence, owned their sexuality without shame, and stood out with charisma and irreverence
Focsy channels that fearless spirit into every detail. With a provocative yet approachable tone, the brand positions lingerie not just as an accessory, but as an act of self-expression.
—Sexy isn’t just how it looks, it’s how it feels.
Inspiration
The brand takes its initial inspiration from the Kitsune, a legendary creature in Japanese mythology. This fox spirit is said to grow up to nine tails, each one marking a rise in power, cunning, and wisdom. At a certain point in its maturity, the Kitsune acquires the ability to transform into a human—often appearing as a young, sensual woman—by placing specific objects on its head. This mysterious and dual essence defines the conceptual core of the brand.
Brand activations
— Focsy hits the streets with humor, confidence, and a little chaos.
This campaign blends wit and spontaneity to transform everyday locations into bold brand statements. From bathroom stalls to metro stations, it reminds us:
the best attitude is being ready for anything.
This campaign blends wit and spontaneity to transform everyday locations into bold brand statements. From bathroom stalls to metro stations, it reminds us:
the best attitude is being ready for anything.
OUTDOOR MEDIA
"The Walking Billboard"
One of Focsy’s most playful and long-lasting activations comes in the form of a shopping bag.
The front of the bag features a bold illustration of a lingerie silhouette with a Focsy tag—instantly recognizable, cheeky, and memorable. The back is minimalist: solid green with the logo centered. But the real impact happens in motion.
Once in the hands of a customer, the bag becomes a walking billboard. Worn on the arm, it turns every street into a runway and every sidewalk into an advertising space. It’s subtle, sexy, and impossible to ignore.
This is visibility that doesn’t shout, it smiles =)
"Big messages in the right places"
Posters placed at metro exits and bus stops, right where people transition from daily routine to shopping mindset, do the rest: tease, provoke, and invite. They deliver humor, confidence, and a wink to those who get it.
A large-format billboard on the highway leading into the commercial area welcomes drivers just before they reach the shopping center.
It doesn’t explain much. It doesn’t need to.
It doesn’t explain much. It doesn’t need to.
GUERRILLA MARKETING ACTIONS
Playful guerrilla tactics set the tone for Focsy’s attitude-first approach.
Playful guerrilla tactics set the tone for Focsy’s attitude-first approach.
"The sexy stencil"
Nearby, a stencil on the wall speaks softly but clearly: a QR code that opens a short, cheeky video and an irresistible call to action.
"The forgotten things"
A branded shopping bag ‘forgotten’ in a mall restroom, or gift-wrapped box tossed casually into a trash bin nearby. Both hide a small envelope that simply says:
“Open me.”
Inside? A sticker shaped like a gift, playful, innocent, and behind it, a discreet message and a hidden QR code. The code leads to a private landing:
www.focsy.com/emergency
Once logged in with Instagram, visitors unlock a one-time 20% discount code.
If they use it in the nearest Focsy store and share their purchase on social media tagging @focsy_official, they receive an extra surprise, digital or physical, only for those bold enough to play along.
—These aren’t ads. They’re invitations to look closer.
“Open me.”
Inside? A sticker shaped like a gift, playful, innocent, and behind it, a discreet message and a hidden QR code. The code leads to a private landing:
www.focsy.com/emergency
Once logged in with Instagram, visitors unlock a one-time 20% discount code.
If they use it in the nearest Focsy store and share their purchase on social media tagging @focsy_official, they receive an extra surprise, digital or physical, only for those bold enough to play along.
—These aren’t ads. They’re invitations to look closer.
