Bummer
Packaging Design | B2C Retail
Bummer is a bold, fun and quirky inner-wear brand that redefines comfort with bold & quirky prints, with an unapologetic sense of fun. In this project, I conceptualised and designed Bummer’s new offline packaging for its B2C retail channel. The design was rooted in comprehensive research and built on our existing design language to ensure a cohesive brand experience.
Research & Analysis:
I conducted an open-ended survey with a sample group of our target audience to understand how they perceive their inner-wear purchasing behaviour and what role does its packaging play.
Key Insights From The Survey:
- Most important features of the product which is also relevant to their need would attract them the most.
- Buyers wanted instant clarity on product category, size, and one strong USP.
- Most important features of the product which is also relevant to their need would attract them the most.
- Buyers wanted instant clarity on product category, size, and one strong USP.
- Users valued small details like wash care, size guides, and links to socials/website.
- Clean and structured designs were preferred over cluttered or overly colorful layouts.
- A prominent brand logo helped with recall and built trust.
- Icon-based info on the back improved usability and understanding.
- Our audience found packaging with model images repetitive—highlighting prints instead made the product feel more unique.
Packaging Design
I focused on making our two key strengths—the unique prints and fabric quality—the hero of the packaging, visually bringing them to the forefront. Blended with our bold design language, this approach stood out in retail spaces crowded with competitors. The new packaging proved to be a strong success, driving attention and interest for a young brand like Bummer.
