SAXX changed men’s underwear forever with a supportive yet comfortable pouch for people with male anatomy. Like many brands, they knew what they did, but struggled to know who they were. GFC’s task was to create an evergreen brand platform with relevance, resonance, and cajones. Through deep brand work, we discovered the uniqueness of their corporate culture: their obsession in solving the universal physical discomforts all men experience (with their balls). Yes, it’s absurd. Yes, it’s memorable. Yes, it worked – from a new brand standards manual, to product launches, to technology naming, to social commerce and beyond.
With a deep understanding of how the expressions of masculinity are evolving, we developed a contemporary brand book and style manual to bring the position to life. Not to mention finding great opportunities to expose non-scientific, but totally relevant observations about the male psyche – in a tone that is all SAXX.
There are still conversations around masculinity that are culturally taboo to talk about. SAXX needed a way to initiate them. Meet Richard – the personified brand character who’s coming of age innocence makes his observations about the world both funny and insightful.
Men’s beauty standards are decades behind the inclusivity of the women’s fashion industry. With what it means to be a man being redefined, it was the right time for SAXX to showcase all kinds of men wearing their products.
To launch the world’s fastest evaporative cooling fabric, SAXX needed a campaign that clearly landed the product benefit. Confidence is always cool. So we celebrated relevant social influencers’ uniqueness. But we didn’t stop short of suggesting they could be physically cooler wearing DropTemp™.
Categorically, men’s baselayers are boring. SAXX’ offering challenged that convention. With a thumb-stopping visual, we depositioned the big outdoor brands, helping SAXX prints outsell solid colours. Because a great baselayer is anything but basic.
