It’s what’s on the inside that counts.

A concept for the new men’s underwear packaging at Ted Baker. The aim was to simplify the previously over-designed and confusing product with a focus on using eco-friendly production techniques. All plastic, foiling and laminating was removed in favour of embossed raw materials. In order to make it a premium choice amongst competitors we removed any unnecessary wording and applied a single line of copy to the inner sleeve to retain the brand’s irreverence and wit.