I wanted to create a brand guide to demonstrate a comprehension of youth markets and branding. I had already worked with apparel, cosmetics, and most recently jewellery, so I figured it would be interesting to try regular underwear. In my brief research, I discovered there wasn’t many options for seamless underwear specifically for working out so I decided it would be a cool concept to work on.

​

I created a fake brand called “NUUD” pronounced “nude”, which would be an underwear brand targeted toward Gen Z. Lingerie is a pretty saturated market, so it took some deliberation to figure out how to brand it. Based on my previous projects, I understood that holistic health and wellness was a big aspect for Gen Z, so feeling confident while working out (i.e, having one less thing to worry about) might be a concept that would speak to them. Essentially, it would make more sense to market the confidence and worry-free aspect alongside its performance.

​

​

​

​

​

​

​

​

​

​

​

​

I’ve worked on brand guidelines before for other assignments, so this project is good practice for that. I really wanted to make it look like an actual brand guideline, so all the slides have a comprehensive look. I did this project to demonstrate branding ability, so I think I did achieve my goal. I didn't design packaging and products, but I think for a marketer the concept is much more important.