The new Bodywear Lines.

Those who wear BOSS value clear statements.

BOSS represents a self-assured, luxurious lifestyle. Relaxed. Timeless. Beyond question. Men who wear BOSS no longer have to prove themselves to anyone. They know what they want – even when it comes to their choice of underwear.

Excellent fabrics and refined textures for varying levels of sophistication and totally individual requirements. After all, for BOSS a cultivated lifestyle doesn’t stop at the outer layer of clothing. Our challenge was to translate this attitude and self-confidence into superior packaging design.

Hugo Boss Bodywear

The HUGO BOSS Group is a global market leader in the premium and luxury clothing segment. The Metzingen-based group is one of the most profitable clothing manufacturers in the world and employs almost 12,000 people. BOSS is the Group’s key label.

We have been looking after HUGO BOSS AG as its agency partner for a number of decades. Besides packaging design, our services also include aspects such as developing the logo and designing annual reports.


Visual language

Who likes reading the small print on material composition when browsing the shelves? Above all else, what does this actually mean in terms of personal comfort?

Our approach was to convey the differences using visual language.


360° concept looks

What does the label allow? What does it demand? At the beginning of the project we test the visual possibilities and limits.

This creates new perspectives for decision-makers – and designers.



Hands-on till the end…