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This menswear brand was launching its own line of briefs and wanted to stand-out with packaging that broke the usual pattern in retail. Briefs play a significant role in a man’s wardrobe and yet the importance of good underwear is universally ignored. To highlight this fact, India’s Happy Creative Services decided on a quirky analogy by comparing male anatomy to something equally fragile—eggs. The design proved to be a winner: The arrival of a new product in a clutter-breaking, humorous package became an instant hit with men. In the first three days, 600 units were sold and the briefs continue to fly off the shelves.

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