Ann Summers: Knickerbox Planet by Free The Birds

Date: Jul 2020
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Free The Birds, the independent design agency, has created a new brand identity, strapline and manifesto for Ann Summers’ new range of sustainable lingerie, called Knickerbox (KBX) Planet.

At the heart of the brand is a distinct, black, and white three-line KBX logo and a bold mission statement: Be Bad Do Good. This is because although KBX Planet’s eco-credentials are 100% serious, Free The Birds strongly believes that doesn’t mean the branding has to be soft greens and beiges or wafty lettering.

The brand typeface was custom designed and is inspired by the intricate pattern of the lace and the triple strap designs used in the KBX range. Like its target audience and the KBX brand ambassador Lucie Donlan (star of Love Island and an ocean-loving surfer), the branding is confident and bold but doesn’t take itself too seriously.

Free The Birds has created a range of branded assets, including the KBX logo, label and swing tag design, also devised the KBX Planet brand manifesto, which focuses on the pleasure of having ‘a filthy mind and a clean conscience’.


Agency: Free The Birds

Communications Creative Director: Paul Domenet

Design Director: Seila Sarramian-Diaz

Senior Designer: Matt Taylor

Account Director: Amber Barrow

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