Design: Andrew Zo
Location: Canada
Project Type: Produced
Client: SAXX Underwear
Product Launch Location: Global
Packaging Contents: Folded Carton
Packaging Substrate / Materials: Paper
Printing Process: Foil Stamping, Digital

Just in time for Valentine’s Day, SAXX has launched a premium cashmere blend underwear line. The Mega Lux includes a short sleeve crew shirt and a pair of boxer brief. SAXX partnered with Andrew Zo to design brand new packaging for their “most luxurious line to date”.

About SAXX
SAXX is a premium underwear brand designed to challenge everyday discomfort. “Each pair of SAXX Underwear comes equipped with the BallPark Pouch™. Designed to reduce friction. The patented 3D hammock-shaped pouch reduces skin on skin contact and keeps everything in place.”

The new packaging design is life-style inspired and focuses on the unboxing experience. Being an e-commerce only item, the team wanted to ensure the purchase experience can be elevated compared to other SAXX products. To achieve a memorable unboxing experience, a few design details were considered. A textured paper was chosen to provide a more tactile experience. Silver foil finish was utilized to create the premium aesthetics. Furthermore, the structure of the folded carton features a tapered edge, which was inspired by the standard SAXX packaging.

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