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Fit Plus Liner Brand & Packaging

The challenge:
To create a brand identity and packaging solution to communicate the premium product, superior fit and materials of Hugo Boss’ innovative sock design.

The approach:
A fresh discovery. The innovative sock design
offers staying power and comfortable wear. The Fit Plus Liner brand name was created to help customers understand the key benefit; the engineered fit. The tear-strip carton delivers a new way to package socks and suggests freshness, while the point of sale maximises in-store impact and is consistent with the Boss Orange range.

Naming & Brand Creation
A number of product brand names were considered, to highlight the products superior fit, craftsmanship and
engineered precision.
Brand Communication
The final logo was developed and a brand language created for the on-pack and inner card graphics.
Art Direction & Concept Generation
A selection of initial concepts, highlighting the products superior fit. Using contours and the ‘plus’ symbol; the brand direction was a balance between fashion and sportswear.
Brand Detailing
The tear-strip delivers an impactful orange brand colour, offset against the dark outer packaging graphics.
Final Packaging
The point of sale maximises in-store impact and set the Boss Orange range, apart from the rest of the Hugo Boss range.
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