affirmative undies
The direct-to-consumer store, the unboxing, and the wholesale collateral for affirmation underwear matched to the seven chakras — giving a brand with a philosophy the body to sell it.
CLIENT
Affirmative Undies
INDUSTRY
SERVICES
Full Spectrum
TIMELINE
Long (6+ months)
THE BRIEF
building the store and the box for panties with a purpose.
Affirmative Undies is built on an idea most brands in the category never reach for: that the first thing you put on in the morning can also be the first kind thing you tell yourself. Its underwear carries affirmations matched to the seven chakras — I am divine — with a share of every sale going to the Undergarment Society. The brand and its philosophy were already in place. What it needed was a way to reach people and to be received: a store to sell from, a package worth opening, and the collateral to win wholesale buyers. That was the brief — to give an existing brand its retail body, online and in the hand.
WHAT WE DID
01
the direct-to-consumer store
- Built the Affirmative Undies online store, organized the way the brand thinks — by style, by affirmation, and by the chakra each pair is matched to — from single pairs to the Set of 3 and Set of 7.
- Gave it two front doors — a direct-to-consumer shopfront and a wholesale portal for stockists — responsive and checkout-ready for launch, with story pages where the purpose and the Undergarment Society partnership do their own selling.
02
the unboxing
- Designed the full packaging system as one continuous moment — the outer box, the watercolor tissue, the chakras sticker, the hang tag, and the care card that reads like an encouragement rather than an instruction.
- Dressed the range's labels — bikini, boy short, and thong — as one coherent family across the line.
03
onto the shelf
- Produced the wholesale sale sheet that puts the range in front of buyers with the same personality it shows a customer.
- Designed the trifold brochure that tells the brand's story in the hand — the idea, the range, and the purpose behind the name.
THE OUTCOME
a brand with a philosophy, given a store and a box worth opening.
7
AFFIRMATIONS, ONE PER CHAKRA, MERCHANDISED ACROSS THE STORE
3
STYLES · BIKINI · BOY SHORT · THONG, ONE PACKAGING FAMILY
2
CHANNELS · D2C STOREFRONT + WHOLESALE PORTAL
NEXT CHAPTER
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