Shufflewear is the result of intensive 48h at Amsterdam Startup Weekend between 4 complete strangers on July 2011. Startup Weekend, as the name suggests, is a two day challenge of ideating, creating and delivering a small startup company or service from scratch in ad hoc created teams of professionals, academics or enthusiasts.
The idea sprung from the underwear stealing gnomes of South Park episode "Gnomes", and the issue of blandness in male undergarments. It's basically a subscription based designer underwear brand, where each monthly design is unique and undisclosed to the recipients. Which means, in each month the subscriber receives a brand new pair of underwear mastered by a different designer each time, in their home mailbox.
My task was to come up with an entire brand from scratch in less than two days. The logo is a stylized rendition of a gnome peeking with a raised eyebrow. The website is a long one page, describing the concept step by step to the user. Recently the website has been completely redesigned, retaining the basic look and feel as well as the logo. The newest version is featured below.
Shufflewear eventually won second award, and was the only startup concept with an actual website and brand. The service is currently under development.