Javier Leal–Olivas
 


Global rebrand
Sloggi 
MullenLowe London, 2016
A global underwear brand decided to radically redesign its brand identity to attract a more hip, younger audience. Sloggi, known for their comfort garments, needed a renewed logo that embodied a feeling of freedom. The new logo kept the casual attitude that characterised Sloggi while simplifying and softening its shape. Colour was also used in a limited but vibrant palette. 













The logo features soft corners and circular shapes, as if naturally adapting to the curves of the human body.












Decorative designs based on the logo letterforms (debeloped by client)












Old logo
New logo










Promotional backdrops









The new brand identity was used in different locations, and a number of permanent and pop-up stores were redesigned from scratch.











Sloggi store opening, Japan




Sloggi pop-up store in Boxpark London, UK






All rights reserved © 2020