Global rebrand
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. 

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

Logo design

Javier Leal-Olivas Design Ltd © 2023