FLEX/design was responsible for designing this humorous yet clean packaging for cheeky Dutch brand A-dam Underwear.

“Underwear is highly underappreciated, while the right pair of undies can make your day! The young Dutch brand A-dam Underwear strives to make the best ever made: hand crafted, premium quality men’s underwear, with a perfect fit and made of certified organic cotton only. This new ‘tongue-in-cheek’ packaging design by FLEX/design reflects and reinforces A-dam’s brand identity: stylish, modest and responsible outside, but with a brave, naughty and humorous spirit inside.

Pulling the eye-catching red tab seems to be a sheer functional operation at first, but it appears to be a rather mischievous act once the boxer short has been removed from the tray: an unexpected piece of art will be unveiled. The inside of the tray serves as a canvas: on a regular basis A-dam will invite graphic artists to create new surprising artwork to keep future purchases fresh and exciting. Of course there should always be a link with the signature red tab.”