WINNER OF COMMUNICATION ARTS BEST PACKAGING
Completed at Toolbox Design
Saxx Underwear were in need of new packaging and an entire rebrand as they started to expand and gain traction with a variety of customers and retailers. Their previous brand perception was gimmicky and juvenile.
Define Saxx Underwear as an everyman's underwear that introduces an entirely new comfort technology to the market without looking like a novelty item. The product had to demand attention on-shelf across a wide spectrum of retailers, from high end fashion stores like Nordstrom to more youthful action sport shops. Taking influence from the industrial era, bold classic fonts, rugged photography and austere layouts, a revitalized Saxx brand came to life with great success.
What WAS Achieved
Instant shelf appeal that increased sales across multiple retailers
Increased online sales
Massive brand presence in the digital and analog worlds
Built a respected brand with very loyal customers