The NL Packaging Awards jury nominated our ‘tongue-in-cheek’ packaging design for A-dam Underwear for the final round of this young packaging design competition in the category non-food. The jury will announce the winners at the official award ceremony at Studio 21 in Hilversum on March 15.
The right pair of undies can make your day! That’s why the five young entrepreneurs of A-dam Underwear strive to make the best men’s underwear ever made: handmade, premium quality, perfect fit and made of organic cotton only. Their former pack wasn’t good enough to support this ambition and realize significant growth. We created the new ‘tongue-in-cheek’ packaging design, which reflects and reinforces A-dam’s brand identity: stylish, modest and responsible outside, but with a brave, naughty and humorous spirit inside.
Pulling the red tab seems purely functional, but appears to be mischievous once you remove the boxer from the tray: an unexpected piece of art is unveiled. A-dam invites graphic artists to create surprising artwork, using the boxer’s tray as a canvas. Of course, there should always be a link to the signature red tab.
Next, to this key creative conceptual spark, we managed to solve some practical issues on the structural side of the pack. The large window in the white box offers consumers clear focus on the pattern design. The red tab allows more demanding shoppers to slide out a little drawer to check fabric, waistband, and size: a must have in this category. They can close it again easily without damage, which is crucial to keep it nice and tidy in stores at all times. Moreover, while sliding, a small round window at the back reveals the boxers unique selling points one by one. A clever rotating metal hook outperforms many known hanging solutions in premium look & feel, without compromising logistic efficiency. On top of all these quality improvements, we realized a considerable cost reduction compared to this packaging’s predecessor.
It’s the third time that this Dutch packaging award competition takes place, awarding packaging solutions in 12 different categories. On March 15, the jury will announce the winners in each category during the gala awards dinner at Studio 21 in Hilversum. Let’s keep our fingers crossed!
