The Brief on Briefs

Appealing to a global market while staying relevant in the context of fashion. The concept for H&M Men’s underwear packaging was simple and timeless, presenting the product with natural poses and an understated attitude.

 

In an often overlooked category, we saw the opportunity to create a series of confident, contemporary images that would appeal to the modern man.

 

H&M Men's Underwear

The H&M Men’s Underwear packaging series was in need of a design update. The brief included developing a new look which would appeal to the man of today, with diverse backgrounds and cultures, between the ages of 20 and 80, across all of H&M’s 70 markets globally. The packaging required better visibility of the product within the packaging, accommodate the flexibility for product development as well as meet H&M’s high standards for sustainability requirements.

In an often overlooked category, we saw the opportunity to create a series of confident, contemporary images that would appeal to the modern man. The concept for the art direction was to keep it simple, presenting the product with easy, natural poses and understated attitude. In collaboration with Swedish photographer Johan Sandberg, we achieved a classic, sculptural quality to the images, working with natural lighting settings and subtle shadows. The decision to work with black and white images allowed for a timeless, neutral framework to house the expanding product range.

The redesign involved looking over the structure of the assortment, allowing a flexibility for the various multiple pack sizes, setting product communication and typographic grid. The product range included briefs and trunks, t-shirts and tank tops as well as thermal underwear. Consideration was given to the overall effect of the packaging both in store and online to build strong impact. The communication structure allowed for adaptions of language versions worldwide.

The intention with the simplicity and restraint of the packaging design is to achieve a timeless quality, appeal to a global market while staying relevant in the context of fashion at H&M.