Complete brand creation for a premium underwear subscription service for men.
The new brand was built upon a central insight that underwear is a humble but fundamental part of our everyday life but is often overlooked. This informed the proposition: as such a ubiquitous item of clothing, it deserves to be a considered, comfortable, quality and stylish purchase. These foundations formed the central creative concept: wherever you are and whatever you’re up to, your underwear is always along for the ride.
This idea is playfully brought to life through an approach to imagery (shot by Photography by Anderson) that replaces the human presence in everyday scenes with the underwear, reinforcing the message that they’re always with you, whatever you’re doing.
The concept informs every element of the brand: Its name, the design of the underwear itself (understated branding with colours and textures inspired by jeans and jersey basics) to the tone of voice, packaging and communications.
The subscription packaging comes in trial singles and quarterly three packs in zipped pouches with photography inserts to resemble a variety of seat cushions/surfaces from daily life. Packaging also includes playful postcards and travel ticket style swing tags.
- Client - Undamentals
- What we did - Strategy, brand creation, naming, identity, product branding, packaging, tone of voice, website, communications
- Award - Gold Pentaward