BROXERS
BROXERS
Be happy in your shorts
Broxers is an upscale brand of mens underwear that disrupts the normal model of cheap, hidden, disposable undergarments. Comprised of an inner “support” layer and an outer “modesty” layer, Broxers bring all-day style to a hum-drum market. Medium Rare is an equity partner in this startup business, rethinking how comfort and functionality can improve everyday life and add a layer of fun and style to men’s fashion choices.
The Challenges:
- Brand and launch a startup lifestyle product with a unique point of view and personality.
- Generate word-of-mouth interest and baseline sales to fund expansion.
The Ingredients:
- Branding
- Research
- Digital
- Advertising
- Promotions
- Social Media
- Packaging
Identity
The Broxers logo embodies the playful, innovative product whose goal is to “keep your guys off your thighs”. A bold and functional color scheme captures attention and is used to define sizing.
Digital
The Broxers website is where form meets function, illustrating the unique benefits of the product while entertaining through tongue-in-cheek humor that adds personality and memorability to the product. Social media enploys bright colors and time-sensitive offers to drive interactions.
The Impact
After multiple rounds of research, product testing, focus group studies and materials selection, Broxers succesfully launched a beta program to garner feedback and refine the end product. The resulting product line is gaining traction with affluent audiences and proving itself through robust online sales, with rollouts to mainstream retailers in the near future.
