Introduction
This proposal aims to explore the style and design process of men’s underwear to design a not only great quality boxer brief but also a more fashion-forward recognizable men’s undergarments in the product development market. “Men’s underwear is currently a rapidly growing product category in the apparel marketplace.” (Capelaci, 2006) The growth focused more on innovative designs and technology, which was mainly simple designs and comfort driven. Underwear for men is slowly picking up a more fashion-forward approach when it comes to adding personality and adventure. In past years, men had very few options when it came to their undergarments, and after a while, they seemed to not care and just wore what was given to them. We assume that some or most men want a change in adding better designs to their already comfortable undergarments and is beginning to trend to many male consumers.

Cotna plus is a men’s underwear, which was established in Algeria, Algiers in 2022. They came to me to create an elegant men’s brand, which would be recognizable and represent them as an upper middle-class brand in the market. I decided to find a more men image.

Cotna plus was a project that focused on the concept of package design and learning how to make numerous support pieces work together as one. The company was designed to attract a male audience, selling high-end underwear, socks, and t-shirts. Simplicity was a key concept to Cotna plus’s brand.

The brand’s minimalism was essential in order to give Cotna plus a sleek and luxurious appearance.