Naked Brand Group

We were engaged to brand this men’s underwear company, and then support his efforts to transform the business into a global lifestyle brand. Our comprehensive creative work — brand identity, e-commerce website, product packaging and customer communications — was inspired by the company’s founding premise: to create a new standard for how innerwear feels and functions. Like wearing nothing at all.

We began with an in-depth strategy process to explore the founder’s values, the designer’s intention, fabrics, styles, consumer purchase patterns and retail opportunities. We identified Naked’s unique strengths within the category and where it had opportunity for growth. The logo we designed — along with custom photography, packaging, website and other creative assets — reflects the brand’s key characteristics: clean, modern, sophisticated, luxury. All of our Naked brand messaging speaks to a customer who values these brand traits. Our tagline — the freedom to be you — spoke to its core DNA and is used as the measure for all of the work we create for this brand.