This iconic Canadian brand was due for a refresh. From social engagement to underwear print design, the client was game for anything. In collaboration with Red Lion Agency, we succeeded in breaking through the clutter in the underwear category (SAXX, Calvin Klein, Diesel, etc.).

The Objective: To prevent Joe Boxer from being removed from Hudson's Bay (The Bay) shelves by revamping its brand image and increasing sales by 10% per sq. foot.

The Strategy: Transformed the brand's visual identity to be more premium, targeting a 25% sales increase at The Bay.

The Results: The rebranding was successful, leading to a 47% increase in unit sales within the first three months.