Who put a Dog on Underwear Packaging???
That was me! Hanes wanted a sub-brand to speak to a new audience of teens and college kids who were vibing with brands like Tommy Hilfiger and Abercrombie & Fitch but were spending a little less for their undergarments. We created an authentic vision of Americana; a care-free and fun heritage of quality. We went to the beach, hung the products on the clothesline in the fresh air, and for the first time in the history of humanity (even though the rulebook said it couldn't be done) there was a dog on an underwear package!
Brand Creation: Logo Design / Photoshoot Art Direction / Packaging Design / Print Production
Mass with Sass
The visual recommendations below were requisitioned to show Hanes how their imagery could become more sophisticated and yet still speak to their core consumer.
Brand Update: Video Direction / Packaging Design / Advertising Design / In-Store Signage
What came first...?
...The Odyssey or the Egg? When Hanes decided to retire the iconic L'eggs Egg package to enter the year 2000, a new futuristic and completely different (not to mention cost effective) approach was needed so customers could adapt by sheer shock... behold the Odyssey Package:
Packaging: Design / Production