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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
  • 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)

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.

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