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XYXX INNERWEAR

Problem
In spite of being one of the fastest developing nations in the world, India is quite conservative when it comes to topics of gender and sexuality. Talking about sex is a taboo inspite of which, it has the second largest population in the world. We wanted to start a conversation around it and be a voice of the new generation of young adults who did not want to be bound by these restrictions anymore. Starting a gender neutral underwear seemed like the best solution to get the ball rolling. 
Timeline: 1 year
Methods: 
  • Ethnographic observations
  • Mindmaps 
  • Stakeholder mapping
  • Online survey 
  • Personal interview 
  • In-Store Ethnographic observations 
  • Design research
  • Competition brand research 
  • Empathy mapping 
  • Journey mapping 
  • Persona 
  • Brand archetype
Brand collateral developed: 
  • Brand Logo
  • Product underwear 
  • Product waistband
  • 30+ designs
  • Packaging 
  • Digital advertisements
  • Website
  • Social media platforms
  • Branding collateral (notepads, business cards)
HOWITSMADE.jpg

Product Strategy:
Created fun and comfortable underwear for everyone using an innovative fabric (Micromodal), that was eco friendly. 
 

Marketing Strategy:

Developed a brand that stands for gender neutrality and strives to spark conversations around the taboo topics in the country, creating a safe space for people.

Overview
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Product
Check out the current website and read more about the brand..
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