Bottom line, we launched a men’s underwear brand so successful, they rolled out women’s undies, loungewear and eventually went public.

Our story begins with Joel Primus, a backpacker who, during a trek through Peru, discovered the softest Pima cotton. He fell in love. When he returned home he invented a new, more breathable, more comfortable underwear and took it on Shark Tank. He didn’t win, but his loss was our gain.

We helped him launch the brand with a redesigned logo and packaging that targeted different product lines to different audiences. Our research led to a unique brand positioning, when you feel most comfortable you can be truly authentic. It lets the naked truth come out.

The campaign ran in out-of-home and digital media. We ran their social media and email marketing campaign. We designed and wrote lookbooks and the ecommerce website.