Global rebrand
Sloggi
MullenLowe London, 2016
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.
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.
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The logo features soft corners and circular shapes, as if naturally adapting to the curves of the human body.
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Decorative designs based on the logo letterforms (debeloped by client)
Old logo
New logo
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Promotional backdrops
The new brand identity was used in different locations, and a number of permanent and pop-up stores were redesigned from scratch.
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Sloggi store opening, Japan
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Sloggi pop-up store in Boxpark London, UK