HUSTLE!

(2020)

the brief was to create a brand from three randomly selected elements: hustle (name), underwear (product), and foil bag (packaging). the project was created in my 2nd year of uni as an entry for the fresh meat competition 2020, ran by the london design agency bulletproof, and was chosen as the winner. (yay!)

“the underwear industry is pants - it’s not an inclusive space by any means. we want to change this by turning the underwear industry inside out - creating a men’s underwear brand that doesn’t take itself too seriously, or try too hard to be sexy.

this brand will instead be fun, cheeky and loud, celebrating diversity in body image and bursting with personality - encouraging guys to try something they might not usually go for. they will sell underwear, not six packs.”

< BACK