What is the positioning of your brand?
‘fashion below the belt’
No longer will men’s underwear and socks be worn only for necessity. This is for guys that want to express themselves. This is for the guys that want the first thing they put on in the morning to make them feel sexy, feel cool and feel sorry for the other guys out there in their standard grey bonds. This is the pair you wear on a first date or for that big job interview. This is for the girlfriend or mum that wants their boy to always feel confident and be the fashion leader among their peers. This is underwear with personality and demands attention.
Communication objective or function
We want to make purchasing underwear a more emotive process and to do that we need people to feel an emotional connection to the brand. It must be distinct from anything else in the market, it must be sexy and it must be cool. We want our customers to walk taller on the days they put our product on.
If Peter & James was a person he would be:
Will be printed in single colour on underwear/ socks so must be legible and fairly simple
Keen to leverage the '&' device as a stand alone logo option also so important to have a unique style/ font for the ampersand.