It's what's inside that matters, right? If so, why are all men's underwear boxes sporting intimidatingly toned models on the outside of their packaging? Instead of distracting the buyer with beefcake, we considered an approach that did not employ photography. We explored different design based off of the definition of the Norwegian term hardhaus, "a man of grit and fortitude". The final design settled on a clean no-fuss approach, based on the company motto: It's what's inside that matters. The die-cut window of a male silhouette allows one to see what’s inside the box: unique, quality briefs.
Company logo and tagline with Hardhaus undergarments on display.
The Hardhaus underwear is bright with unique color combinations; the box helps to highlight the vibrant garments.
A clean minimal design with a striking unique die-cut helps to showcase the product.
The drawings on the back illustrate the quantity and style of underwear inside.
