Project: Mens Underwear launch
Client: Michael Kors

Michael Kors decided to expand into the Mens Underwear category and tapped my team to create the branding, design the packaging program and create the launch campaign. 

After a competitive analysis and research phase, I assembled a team to help create the packaging program that would break through in wholesale. We leaned heavily into the graphic MK and used strong color to distinguish between different fabrications. We created additional graphics and an icon system that reinforced the functionality. We did a dedicated photo shoot for all packaging images to further distinguish different product fits.

The launch campaign leaned on the face of the mens brand, Wouter Peelen, with a concept that leaned into the paparazzi aesthetic the brand was well known for. 

Role: VP, Global Creative at Michael Kors. 

Global Advertising Campaign

Brand Identity & Packaging

Credits

VP Global Creative: Ryan Jones
Campaign Photography: Mikael Jansson
Campaign Art Direction: Mikael Kangas
Campaign Design: Michael Chilton
Packaging Design Direction: Maria Horn
Packaging Design: Brian Lai
Packaging Photography: Arnaldo Anaya Luca

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