Saxx makes super comfy, high-quality performance underwear for men. The company was growing fast through word of mouth, and SAXX was moving decisively into higher-end retailers. But the visual identity wasn't strategically aligned with the new audiences. In fact, Saxx felt more like a local startup than the national contender they were becoming. They needed a new brand that held appeal to every audience they were reaching now. Plus, SAXX needed to justify its $30 price tag with substance, not padding.
The common denominator for all groups was a strong sense of manhood. And for real men, simplicity is always best. Thus, the new SAXX brand has an industrial feel and a timeless, rugged simplicity – with just enough refinement to convey real quality. This ensured elements that every audience could embrace were knit right into the brand.
The new SAXX brand has an industrial feel and a timeless, rugged simplicity – with just enough refinement to convey real quality.
To place the brand in a premium context, we clearly explained the benefits of these briefs right on the packaging. A stylized diagram made the unique properties of the product clear and salient, and encouraged interaction with the product.
The new brand was fully transferrable across all applications, from ads to online to catalogs.
This further entrenches the impression of a premium, thoughtful brand system, reinforcing product quality.
The new brand and packaging works well anywhere
– from high-end stores like Nordstroms and Hills of Kerrisdale to skate and snowboard shops across the
city. Thus, it served all of the profiles buying SAXX,
and allowed the company to expand into new audiences. It also won an award in Communication Arts for best packaging. And Critically, the new SAXX brand feels
right at home in every sales environment – and most importantly, sells well.