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.