Challenge
Reframing inclusivity in everyday essentials. The Unseen is a direct-to-consumer Australian undergarment brand that stands for all that our underwear should; our diversity; our planet and everyone’s right to underwear. With a highly considered, ethical and sustainable approach, The Unseen are on a mission to elevate essentials and challenge the norm of harmful fast-fashion with a brand experience and product range that is better for our planet, our people and our privates. With a core brand tenant of inclusivity, The Unseen create refined essentials that are responsibly made and radically inclusive. Never reserved for just one nude, their label enables people of all shapes, sizes and colours to show up with a sense of confidence and clarity in their lives. They approached Smack Bang to develop a brand identity and packaging system to launch them to market. Working closely with the founder, Smack Bang executed a total brand narrative that was strong and contemporary, yet welcoming and intimate.
Solution
Our direction was heavily inspired by the notion of things unseen—exploring cut-outs and customisations to communicate hidden elements. This was carried across all touchpoints of the brand from the logo and icon, to the layout of the packaging and the packaging type itself.
Results
The end result is a brand and visual identity that is as elevated and luxurious as their products, providing a solid foundation to help launch them into a crowded market.
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