Calvin Klein is already the most iconic brand in underwear. But they’re not content with being on top. So, they wanted to reimagine their men’s underwear packaging to break through the category conventions and stand out.
The Mission
We set up a few key objectives — make the packaging sexy, simple, innovative, and dare we say… uncanny.
The Insight
We started with the idea of creating packaging that would live beyond the time of purchase. One that’s practical and sustainable to use after you put on your Calvin’s. And that’s how “Grab A Fresh One” was created. We designed it in line with the size and shape of an aluminum soda can and added a pop of freshness with an air-tight seal cover that was color coordinated to highlight the men's sizes.
A Little Background
Calvin Klein is already the most iconic brand in underwear. But they’re not content with being on top. So, they wanted to reimagine their men’s underwear packaging to break through the category conventions and stand out.
The Mission
We set up a few key objectives — make the packaging sexy, simple, innovative, and dare we say… uncanny.
The Insight
We started with the idea of creating packaging that would live beyond the time of purchase. One that’s practical and sustainable to use after you put on your Calvin’s. And that’s how “Grab A Fresh One” was created. We designed it in line with the size and shape of an aluminum soda can and added a pop of freshness with an air-tight seal cover that was color coordinated to highlight the men's sizes.
Ice Cold Calvin’s
There’s nothing worse than forgetting to pack enough underwear on a trip. So we strategically placed Calvin vending machines in places where men may need a fresh pair for on the go. It’s functional advertising that gets people talking about the brand and be in locations where customers typically wouldn’t be able to purchase them.
Who needs a hot cup of Joe when you can have an ice cold can of Calvin. We went on social to drive home the usage of placing your Calvin can in the freezer overnight to experience the best wake-up call ever. And asked customers to share how they use their Calvin Cans.
