Fruit of the Loom

Tighty-whities and granny panties. That's pretty much what people thought of Fruit of the Loom, if they thought of them at all. Our task for this creative rebranding exploration, was to make their underthings cool. We used black and white photography to give the brand a fresh, distinctive, more upscale look. Then we added multiple pops of color to the type to help bring their new strategy, "Live Colorfully" to life. Who knew you could have so much fun in cotton undies?