Basics 029

by Tiana Spellman on 02/08/2012 | 1 Minute Read

Editorial photograph

Basics 029, the menswear brand were launching their own brand of fashion briefs. And for this, they wanted to create a stand out packaging that was different from the mundane packs that innerwear usually come in, and one that broke the usual pattern in the retail industry.

Briefs play a significant part in a man's attire, as it covers one of the most vital and delicate organs on his body. And yet, the importance of good underwear is universally ignored. To highlight this fact, we went for a quirky analogy comparing the male anatomy to something that is equally fragile: eggs. Combining this with trademark Basics 029 wit, we created a packaging that gave the men something more than the conventional square boxes usually seen in their category.

Designed by Happy Creative Services, India. 

Editorial photograph

Editorial photographEditorial photograph

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