Bear Naked

Derrick Lin


Creative Agency: Jam&Co Design Pty Ltd
Project Type: Produced, Commercial Work
Client: Bear Naked
Location: Ultimo, NSW, Australia
Packaging Contents: Bar
Packaging Substrate / Materials: Paper

Being an established US brand Jam&Co was tasked with adapting the brand for the Australian market. Key consideration points were determining how the notion of ‘Bears’ would translate here and identifying humour that would resonate with Australian’s but still stay true to the Bear Naked brand essence.

We took iconic bear illustrations and gave them an Australian touch by illustrating them as a “surfer bear” and “skater bear”. We then brought the brand to life giving it personality through Australian’s love of puns – using this in on pack copy to create personality and interest.

What’s Unique?
The final piece to the design challenge was showing value for money and that the bars were sold in a set of two. Jam&Co designed an outer wrapper that had a transparent top half of the pack meaning consumers could engage with the bear illustrations but also easily see that the product was a twin pack.