Jockey rides out with new global look

Jockey, the global underwear brand with an annual turnover of 384m, has new packaging designed by Windi Winderlich Design, the German office of Minale Tattersfield.

US-based company Jockey had licensed its product over the years with disparate markets using different brand and packaging designs. The lack of a uniform brand appearance spurred the company to commission the new global look. The new packaging communicates both functional comfort values with those of masculinity, emotion and aesthetics, says a spokeswoman.

Early designs from Minale Tattersfield’s French office which used an erotic masculine body were dropped in favour of the German approach of information and orientation.

A consultancy spokeswoman says that Minale Tattersfield won the project due to its international brand experience.