Date
2019 - 2022

Domain
Visual Communication // Illustration // Brand Strategy // Copywriting

Client
Bummer

Team
Samvidh Ramanathan

Bummer is a comfort-wear brand in India, that has set out to challenge the status quo of probably the most important piece of garment in a wardrobe - the undergarment. In an industry dominated by monotone, plagued by greys and whites, the brand stands to position itself through vibrance, boldness & breaking the social taboo by owning one’s body image through colour.

Bummer started off as a brand that wished to change the way people feel about undergarments in India. In a society, where speaking about undergarments and nudity can often feel like a social taboo, the brand wished to position itself in a space where undergarments become the most comfortable thing to wear and speak about in your wardrobe.

As a design consultant I was brought in to strategise the approach to their visual language, their brand communication, the storytelling for the campaigns, the print guidelines and illustrations, the choice of material for the packaging as well as executing the graphic design for the final touch points.