Set in the late 80s, in a world where underwear manufacturers put little to no time on finding the perfect fit, a few men and women embarked on a journey to design the best pair of underwear ever. Hard work and an unseen attention to detail led to these classic shorts. Twenty years later Björn Borg updated the fabric to a superior quality and relaunched the underwear packaged as a memoir, titled “The true story”.
Client: Björn Borg AB
Scope: Design platform/Visual identity/Packaging design/Store concept/Architecture/Art Direction/In store communication/Advertising