Naked Brand Group

Naked is a lifestyle men’s and women’s innerwear-turned-luxury-lifestyle brand sold at major
US retailers and online.

We were engaged by Naked’s founder to brand this men’s underwear company, and support his efforts to transform the business into a global lifestyle brand. Our comprehensive creative work — brand identity, e-commerce website, product packaging and customer communications — was inspired by the company’s founding premise: to create a new standard for how innerwear feels and functions. Like wearing nothing at all.

We began with an in-depth strategy process to explore the founder’s values, the designer’s intention, fabrics, styles, consumer purchase patterns and retail opportunities. We identified Naked’s unique strengths within the category and where it had opportunity for growth. The logo we designed — along with custom photography, packaging, website and other creative assets — reflected the brand’s key characteristics: clean, modern, sophisticated, luxury. All of our Naked brand messaging spoke to the customer who values these brand traits. Our tagline, the freedom to be you, spoke to its core DNA and was used as the measure for all of the work we created for this brand.

PROJECT SCOPE
Brand DNA
Messaging
Logo Design
Brand Identity
Website Design
Asset Design

Close-up of a person's upper chest wearing a white bra with the word 'naked' embroidered on the strap.
Multiple black tags with the word "naked" in white, scattered on a white surface, attached to black strings.
Close-up of the packaging for a silk thong, with the brand name 'naked' in gold letters and the description 'Luxury Thong, 95% Modal 5% Spandex' beneath it.
Reflection of a Nasdaq conference featuring Naked Brand Group logos on digital screens.
Two pairs of dark gray men's boxer briefs with elastic waistbands labeled 'nak*d' stacked on top of each other.
A white partition with large cutout numbers and letters, displaying a smiling man peeking through, in a clothing store with mannequins and racks of clothes in the background.
The word 'naked' written in large black lowercase letters.
Young woman sitting on a bed, wearing a black bra, with white bedding and pillows in the background.
creative agency Greenwich CT
Black and white portrait of a smiling man dressed in a business suit with an open-collared shirt, standing against a dark background.
Packaging Design Greenwich CT
Two clothing tags, one pink with 'naked Comfort' written vertically, and one white with barcode, item number, size M, and price listed as $0.00.
Clothing tag with a black and white photo of a smiling man in a suit on the front, and branding including Wade, naked, and a barcode on the back.
A clothing tag featuring a dark background with a stylized bird logo, the word "NIGHTINGALE" at the bottom, and a white tag with product details including size, style, barcode, and price.
Creative agency Greenwich CT
Two women in lingerie laughing and playing on a bed in a hotel room
Young woman in a white bathrobe holding a mug, standing outdoors by the ocean with rocks in the background on a sunny day.
Two women with blonde hair and brunette hair, dressed in casual sleepwear, standing by a large window in a bedroom or living room, looking outside contemplatively.
A woman with dark hair, wearing a white blouse and white underwear, sitting on carpeted stairs with a wooden wall behind her, resting her head on her hand and looking at the camera.
A man lounging on a gray couch in a sunlit room, smiling and relaxing.
Woman standing by a large window overlooking the ocean, wearing a purple bra and underwear with a white bathrobe, inside a bright room.
A young man with brown hair and a beard stands in a bright bedroom, wearing a gray t-shirt and navy shorts, with his hands in his pockets. The room has white walls, a large window with a gray blind, a white bench, and a bed with white linens.
Man sitting on a white armchair in a bright living room, wearing a white t-shirt and gray shorts, with a thoughtful expression.

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