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Nth Degree

Branding the Bare Essentials

Background

Nth Degree Underwear was designed and founded by Chinese-Canadian textile expert, Nelson. Unimpressed with the bulky and uncomfortable seams, cheap fabric, as well as lack of support, Nelson designed a seamless set of boxers, briefs and underwear from the most durable and high-tech fabrics on the market.

Challenge

Nth Degree came to us ready for rapid retail expansion across North America and a goal to dominate online sales. They had a brand that didn’t reflect the quality of their high-tech fabrics used in their boxer and brief designs. Their packaging was in a triangle-shaped tube, which was impractical for retailers to arrange in displays and made the brand feel disorganized. With a product that was both beautiful and functional, our goal was to create packaging that would elevate and reflect the experience of wearing the underwear.

Solution

We created a brand that felt sophisticated and highlighted the high-performance fibers used with modern typography and a minimalist colour palette. We stripped the packaging back to a clean and minimal rectangular box and created a set of icons that showcased the unique features of the underwear. An icon set was also designed for customers to easily find the style of underwear they desired and a cut-out box was added to allow them to feel the softness of the product.

Project deliverables

Packaging Design
Business Cards
Photography
Social Media Kit
Ad Campaign Content

Branding & Identity
Typography
Logo

Nth Degree’s logo is an emblem in itself, utilizing the degree symbol and a custom “Nth”. Their brand pairs sleek and technical elements with natural colours to represent the west coast man.

Colours
Primary
Secondary
Packaging
Print
Film & Animation
Ad Campaign

We increased Nth Degrees sales by 780% by moving away from using the typical underwear brand’s “Joe 6-Pack” style model, and instead spearheaded Nth’s social media presence to encompass the lifestyle of their target male audience – an athletic, but realistic man. This strategy worked in our favour increasing their community of followers by thousands. We then developed a series of 5 ad campaigns for their brand using short, attention grabbing clips to highlight the colours, fabrics and technical qualities of their underwear using diverse models with no Photoshop.

Video

Instagram