packaging design, branding, illustration
Breif: Create a packaging design for gender neutral underwear. Result: Gen!us underwear.
The name Gen!us comes from a wordplay with the words genius and the Swedish word for gender, genus.
The goal was to create underwear with a premium yet playful feel, targeted to the comfortable, urban person. The idea is that the underwear themselves come in different shades of nude, and so the packaging symbolizes the way you feel when wearing the underwear: free to be your true self.