Basics 029 packaging
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.
Viduthalai Raj M, art director/designer;
Athul Chathukutty, writer;
Kartik Iyer, executive creative director;
Praveen Das, chief creative officer;
Ramakrishna R, studio head.