• Undamentals



    Design Agency: Afterhours
    Creative partner Moyra Casey, Chris McDonald, Kelly Bennett
    Project Type: Produced, Commercial Work
    Client: Undamentals
    Location: Switzerland
    Packaging Contents: Underwear
    Packaging Materials: Plastic zipped pouches , GF Smith grey cardboard, Polythene bags


    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 a core 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 (that we developed working with 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 art direction & graphics feature the chair in different forms to symbolise & track the underwear and wearer’s journey through everyday life.

    The concept informs every element of the brand: Its name, the design of the underwear itself (subtle, understated branding with colours and textures inspired by jeans and jersey basics) to the tone of voice, packaging and communications. The garment labels feature a selection of inspirational quotes in which a reference to underwear has been playfully inserted into each thought for the day.

    The subscription packaging comes in trial singles and quarterly three packs. These have been designed to create a sense of theatre and fun on opening: Packaged in zipped pouches with photography inserts to resemble a variety of seat cushions/surfaces from daily life. These are sent with postcards designed to look like a folded newspaper just as you might read when out and about in these settings. This can be used to send personalised updates/news to subscribers.












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