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Design Branding Redesign

Design Bridge creates refreshed packaging design for Hamilton and Hare underwear

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By Natalie Mortimer, N/A

June 2, 2015 | 2 min read

Brand design agency Design Bridge has created a new brand identity and packaging design for British men's underwear brand Hamilton and Hare following a shift in brand positioning.

The refresh aims to reflect the new 'ready for everything' line and highlights the brand’s original boxing short inspiration. The full work includes branding, visual equities, design and packaging and key visual campaigns for communications and moves on from the previous logo which featured two hares locked in battle.

New premium style packaging has been introduced to maximise product visibility, and the box is intended to echo the shape of a boxing ring. The design also includes a unique corner opening mechanism, a perforated label inspired by old boxing tickets and graphic lines to represent the ropes of a boxing ring.

Olivia Francis, founder of Hamilton and Hare, said evolution of the brand’s identity adds "the point of difference" to reinforce its positioning in the men’s premium underwear market.

"Design Bridge has been a great partner through the identity refresh process, providing strategic understanding of the brand, our consumer, our heritage and the marketplace," she added.

Design Branding Redesign

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