Culprit underwear set out to do what no other brand underwear brand had the balls to-do: Have a personality. In order to match the the company vision, we did a brand refresh, representing the boldness, humor and devotion to quality found on everything Culprit do.
As the design director and, at the time, single member of the creative team, I was able to touch every single point of the brand refresh. From Design, to copy to products to team structure.
Design Director: Andre Cabral
Copywriter: Andre Cabral
Creative Director: Dylan Trussell & David Dinetz
Design Director: Andre Cabral
Copywriter: Dylan Trussell & David Dinetz
Editor: Jo Murayama
CGI Artist: Ian Van Heerden