2XU Ultimate Support Sports Underwear Packaging.
Supporting the top tier price point and design proposition ot 'Ultimate', this packaging uses Pantone Premium Metallics, Neons, foils and UV varnishes. Each product in this range is supported by independently researched scientific data to support the material and product performance.
One of the goals of the packaging design both structurally and graphically was to communicate the benefit of engineered synthetics over natural fibers for sports - not to say that cotton is bad - but less suitable for sport. The idea was to communicate that 'Science Beats Sweat' without seeming too tech. The structural design enables a secondary layer of information to be hidden behind the main messaging. A second level that educates the consumer without overload upon a first glance. The thermal map / image split allows an aesthetic appeal while alluding to the science that sits below the surface.
My role in this project was creative direction, creative, copy writing, photography, graphic design, structural design, artwork and factory liaison. So yes.. everything.
2XU 'Two Times You' - Human Performance. Multiplied - is a leader in next-to-skin apparel and compression technology.
http://www.2xu.com/au
2XU Ultimate Cooling Sports Underwear Packaging.
Following the same criteria of the Ultimate Support packaging, the Ultimate Cooling Underwear graphic treatment uses cool blue metallics and neons. The treatment and messaging is designed not to compete with the brand logo which is always a silver foil no matter what the product is. Each box is designed for shelf appeal and clear product differentiation.
2XU Moisture Control Sports Underwear Packaging.
Moving away from the 'Ultimate' proposition, the main face is split in colour (half silver, half white) to differentiate from the top tier products. In its class the 2XU Moisture Control Sports Underwear product is still premium so it retains the neon and premium metallics.
2XU Every Day Sports Underwear Packaging.
The 'Every Day' positioning of this underwear takes the graphic treatment away from the sports neons and it is more closely related to the aesthetic of Calvin Klein, Hilfiger etc. While still a sports product, this is a more conservative design that talks to the stalwart brief consumer who is not sure about moving away from cotton. It uses the classic ripped physique in a sports pose to enable range continuity as well as maintaining differentiation from other brands.
