When Hugo Boss asked us to reinvent their underwear packaging system, we knew we were in for a challenge. The category is in reality a “sea of sameness” due to the fact that the volume in which you are producing makes it impossible to show the face of the model for cost implications.
The solution was to conceive the packaging as a three-dimensional space with the model in three overlapping poses covering all surfaces. Additionally, this approach allowed for the first time, for potential buyers to see the product from all angles. Minimizing confusion and retail returns as trying on underwear before buying is strictly verboten.
