Brief: Create a brand and design packaging for your product
Shillington College
Sexy Pants is an underwear brand for every proud feminist, liberal and social justice warrior.
The concept for this packaging was about sticking it to the man and subverting expectations. The strength of the brand was in the tag line ‘F**k diets. F**k thigh gaps. F**k bodygoals’ so I decided to roll this out across the packaging and make it the focus of the design, adjusting the colour to communicate a different style of underwear.
The brand message is pushed further with the addition of empowering messages added to the drawers of the packaging which intentionally avoid compliment appearances.
This brand is out there and in your face but it has a sophisticated edge which is shown in the type lock-up of Sexy Pants with the use of a slim serif font. Furthermore the drawer style of packaging was inspired by the higher end brands of other underwear designers such as Stella MacCartney. It was important for the packaging itself to reflect to sophisticated part of the brand through a more intricate dieline.
