Staff Reporters
Aug 27, 2014

Brand design: Can underwear have charisma?

AUSTRALIA - JKR Singapore has carried out a logo and packaging makeover for Aussie underwear brand Bonds, with a brief (sorry) to give the brand a more assertive identity.

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.

An in-store display contrasts the new design (left) and more 'recessive' old design (right).

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


Campaign Asia

Related Articles

Just Published

15 hours ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.

15 hours ago

Ogilvy's Krishnan Menon joins RGA as SEA managing ...

Menon has stepped into the newly created position at RGA. He will continue to be based in Singapore and assume the role with immediate effect.

17 hours ago

The blurring lines between B2B and B2C marketing ...

CAMPAIGN 360: Marketers discuss how converging B2B and B2C strategies allow them to rethink and benefit from each other's insights and best practices.