Assignment
Filippa K
Packaging, labels and promotional material, Filippa K Underneath. Europe, 2007.

Challenge
Filippa K’s underwear were reintroduced 2007.  Packaging and graphic design needed updating.

Solution
BVD began the project with a close market analysis, which revealed that men and women buy underwear in different ways. Women need to feel the material and try on the underwear in store. BVD’s solution, along with

the implementation of a new graphical system for
brandcommunication both in and on the garment, involved packaging men’s and women’s underwear differently.  Men’s underwear comes in packaging
where each garment is individually packed in boxes, and women’s underwear are sold on hangers.

Result
The new packaging and the possibilities to more
clearly display the new design have made Filippa K Underneath more accessible in the store.  Increased sales have been reported, but the exact figures are
still confidential. Blog image