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Smoothness & Style Come Together To Bring You SAXX

by Alianne Valladares-Prieto on 02/26/2021 | 3 Minute Read

Just in time for Valentine’s Day, SAXX launched a premium cashmere blend underwear line. The Mega Lux includes a short sleeve crew neck shirt and a pair of boxer briefs.

SAXX contracted Andrew Zo to create a refreshing, new packaging for their most luxurious line to date. Choosing a linear route, emphasizing structure and irregular angles, Andrew Zo was bold in ways and conventional in others. For example, the simple white and black color palette is traditional; meanwhile, the lack of labeling and information, sans the logo in the center and the sticker closure, bring on a more modern feel. In every regard, the packaging screams luxury from inside and out. 


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SAXX is a premium underwear brand designed to challenge everyday discomfort. “Each pair of SAXX Underwear comes equipped with the BallPark Pouch™. Designed to reduce friction. The patented 3D hammock-shaped pouch reduces skin on skin contact and keeps everything in place.”

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The new packaging design is lifestyle inspired and focuses on the unboxing experience. Being an e-commerce exclusive item, the team wanted to ensure the purchase experience would be elevated compared to other SAXX products. To achieve a memorable unboxing experience, a few design details were considered. First, a textured paper was chosen to provide a more tactile experience. Silver foil finish was utilized to create the premium aesthetics. Furthermore, the structure of the folded carton features a tapered edge, which was inspired by the standard SAXX packaging.

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The biggest challenge for the design was to ensure the cost was within budget. This was achieved by designing a single box that could package the short sleeve or the boxer brief. As there is a big size difference between the two, a removable insert was designed for the boxer brief. The insert fills up the extra space to ensure the product fits snugly inside the same box. 

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Being as it is an online-only product, selling points and other information was not required on the packaging. The team took advantage of this setup and removed any style specific prints, making the box universal and reusable. Product specific information such as country of origin, fabric content and bar code was moved to a sticker, which also works to seal the package itself. With these design choices, SKUs were kept to a minimum and costs kept low.

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