Basics 029 Briefs Packaging Plays with the Fragility of Male Anatomy

How did something so intimate become such an unexciting purchase? Perhaps boring branding has a great deal to do with it. Basics 029 Briefs packaging breaks the mold of standard underwear presentation to bring a bit of fun into buying skivvies.

Usually you get a photo of a perfectly sculpted man, flaunting a pair of undies between his bulging thighs and washboard abs. But as muscular as he is, the marketing strategy is underwhelmingly two-dimensional. Here, Happy Creative Services of India has incorporated an extra layer of imagery into this particular brand of snug boxers.

Making a reference to the vulnerability of men’s private parts, Basics 029 Briefs packaging is based on the idea of the egg. The patterns of the supportive undergarments are visible through oval windows in the card, playfully labeled with chicken-themed puns.