Hendon Heritage
Creating a Digital Presence Primed for Connection and Growth
The Client
Hendon Heritage is a luxury intimate apparel brand that emphasizes non-toxic, ethically-made products, crafted in the U.S., with a give-back ethos: “For every piece purchased, we donate the cost of a new pair of underwear to a woman rebuilding her life.” Their materials and production are premium: 100 % Pima cotton, dyed without heavy metals or formaldehyde, designed with both comfort and impact in mind.
The Challenge
The founder of Hendon Heritage needed consulting and brand expertise to successfully launch her new business. Hendon Heritage came to HALCON with multiple strategic and creative gaps that needed to be addressed before entering the market.
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The brand messaging lacked clarity around the purpose, provenance, and emotional benefit of the offering.
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The visual branding (logo, colour palette, typography, and imagery style) needed to reflect the luxury + ethical + American-made positioning.
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The website experience needed to elevate the product, tell a compelling story, and support conversion within the luxury intimates e-commerce space.
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They also required seamless creative direction for both a photoshoot and video shoot — ensuring that all imagery and motion content aligned with the brand identity and supported the website and broader marketing efforts.
Our Approach & Results
HALCON partnered with Hendon Heritage from concept to launch — building a cohesive brand foundation that blended luxury, ethics, and emotional storytelling.
We began with core messaging and brand strategy, leading discovery sessions to define the brand’s purpose, audience, and differentiators. From there, we developed brand pillars and a clear positioning statement:
Next, we crafted visual branding that embodied refined minimalism and modern elegance. A neutral palette, elevated serif typography, and natural-light imagery established the brand’s timeless aesthetic. HALCON produced a full brand style guide outlining logo use, color systems, tone of voice, and photography direction to ensure consistency across all channels.
For the website, we designed and developed an intuitive, mobile-first e-commerce experience that combined storytelling with conversion. Clean layouts, immersive imagery, and well-placed calls to action highlighted the brand’s U.S.-made craftsmanship and give-back model, resulting in a site that feels both high-end and heartfelt.
Finally, our team provided creative direction for the brand’s video shoot, guiding location selection, model casting, lighting, and wardrobe styling. The resulting visual library captured the brand’s essence — serene, sophisticated, and purpose-driven — and became the cornerstone of the new website and marketing assets.
Together, these efforts gave Hendon Heritage a clear identity, a cohesive visual presence, and a platform built to scale.
