Brand design: Can underwear have charisma?

Client: Bonds, a brand of Pacific Brands Underwear Group, Australia

Agency: JKR Singapore

Market: Australia

Scope: Logo and packaging design

Press release quotes: “The Bonds brand is amazing, but their packaging simply wasn’t living up to the brand spirit and vision," said Emily Kousah, managing director of JKR Singapore. "Our task was to give this incredible brand an on-shelf identity deserving of a market leader, giving it back its confidence and charisma.”

Emily Small, marketing manager for Bonds: “Bonds is one of Australia’s most iconic and most loved brands. There are on average seven Bonds products in every Australian household....The design that JKR have created has found a visual voice for the brand that feels really true to what the brand’s all about. We’re delighted with its bold, confident look and feel and can’t wait to roll it out across retailers and Bonds stores over the coming months.”

Comments: We believe charisma is only for animate objects, but after viewing the work (below) we have to admit we suddenly feel less bold and confident about our own undergarment choices.

Before (left) and after (right) package designs.