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XYXX

Brand Development

For a brand that aimed to introduce unisex innerwear, my task was to build a
story that positioned the products as a fun, quality alternative to competitors. XYXX stems from the genetics of the sexes, the things that make them similar, and the qualities that set them apart. The innerwear is intended for people who don't want to fit in, who want to wear items that reflect their personality - even if it's hidden from public view.


The voice is silly, confident, and fun. I worked with the idea that underwear could be interchangeable, allowing for the fluidity of gender and expression. This thought process - that being different is something to be embraced - was integrated into every touchpoint.

Agency: Please See​

Visual Designer: Reva Dutta

Copywriter: Jessica Kilbane