SAXX Underwear Mega Lux

Andrew Zo

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.

What’s Unique?
The biggest challenge for the design was to ensure the cost was within budget. This was achieved by designing a single box that could package the short sleeve or the boxer brief. As there is a big size difference between the two, a removable insert was designed for the boxer brief. The insert fills up the extra space to ensure the product fits snuggly inside the same box. Being an online-only product, selling points and other information was not required on the packaging. The team took advantage of this setup and removed any style specific prints, making the box universal. Product specific information such as country of origin, fabric content and bar code was moved to a sticker which helps to seal the packaging. With these design choices, SKUs were kept to a minimum and costs kept low.