To create a unique brand identity and packaging solution for a quality, British-made underwear range for men. Being new to the market, the company had a small budget but grand ambitions.
Within weeks, online sales were rising steadily and the brand secured a pop-up concession with House of Fraser. Only a year later, Dick Winters joined the UK’s largest curated online marketplace, notonthehighstreet.com, and now boasts some notable celebrity adopters.
Our client was keen to appeal to a broad age range and develop a tongue-in-cheek, luxury brand for ‘real men’. They were looking for a unique and witty approach to differentiate their offering in a hugely competitive marketplace.
Our design team undertook the art direction of six ‘Dick’ characters to reinforce the brand’s sense of fun and individuality. We created a classic look and feel that is quintessentially British - understated with an eccentric sense of humour.