Dick Winters
Dick Winters is a quintessentially British line of luxury boxer shorts for gentlemen. Made in Britain, Dick Winters’ mission is to drive the resurgence of British manufacturing, whilst building a sustainable, ethical brand that showcases British craftsmanship.
Challenge
Dick WInters approached us to brand and create packaging for the launch of two new collections, Heritage and Black Tie. The challenge was to retain the fun eccentricity and personality of the brand whilst creating a modern luxury aesthetic that would appeal to wider a audience and integrate with the existing range.
Insight
Auditing the brand and product range enabled us to understand Dick Winter’s market positioning. We found, despite the premium price point, the packaging communicated a novelty persona which translated into shoppers only seeing it as a gift. This insight framed our thinking and enabled us to concentrate on ensuring the packaging emphasised the quality product, without losing the brand’s British sense of humour.
Delivery
Commissioning International Illustrator Alex Green to create imagery for the Heritage collection, he created quirky, modern artwork to impart the brand’s British charm. With a palette and design ensuring the product had a premium appearance, the end result was a resounding success. An elegant and refined design was created for the second collection to portray old-world sophistication for the Black Tie collection.
Let's make it happen
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