“Brand design agency Design Bridge today announced details of its work on the new brand identity and packaging for premium British men’s underwear and loungewear brand Hamilton and Hare.

Hamilton and Hare was launched in London in 2012. Inspired by the original boxing short, worn in the ring to make prize fighters look and feel their best, their underwear is designed to do just that. With a focus on quality and fit, their aim is to give underwear the respect it deserves.

Design Bridge’s refresh of the Hamilton and Hare brand aims to reflect the new “ready for everything” positioning and bring to life the brand’s boxing inspiration. The work addresses key aspects including branding, visual equities, design and packaging and key visual campaigns for communications.”

“Rory Harker, senior designer at Design Bridge, said: “For the Hamilton and Hare refresh campaign we wanted to create a look and feel for the brand that embodied the characteristics of a quintessential boxer; one who is seasoned, effortless, primed, committed and ultimately ‘ready for anything'”.

The new identity reflects a sense of pride and strength that encapsulates the shift in the brand. It moves on from the previous logo with two hares locked in battle to the single primed-to-fight hare icon. It’s no longer about the fight; it’s about the commitment, the preparation and the dedication of the individual.”

“Innovative new premium style packaging which maximises product visibility, echoes the shape of the boxing ring and includes a keepsake underwear pouch. The new packaging design also includes a unique corner opening mechanism unlike other underwear brands. Carefully considered design elements reinforce the high level of crafting and attention to detail. Such as the perforated label inspired by old boxing tickets, which seals the new display box and tears as you open it. The graphic lines that feature on the labels represent the ropes of the boxing ring itself.

Design Bridge has helped to create a brand personality that reflects the heritage of the boxer short, the committed attitude of the seasoned boxer and the passion of the Hamilton and Hare brand.”

“Olivia Francis, founder of Hamilton and Hare, commented: “We set out to make the best underwear around and our new brand identity therefore needed to reflect this ambition. The evolution of the brand’s identity and new packaging, created by Design Bridge, adds the point of difference that further reinforces our unique positioning in the men’s premium underwear market. Design Bridge has been a great partner through the identity refresh process, providing strategic understanding of the brand, our consumer, our heritage and the marketplace.””

“Bill Muirhead, Founding Partner of M&C Saatchi Advertising Agency, commented: “Hamilton and Hare has set out to offer more inspiring underwear for men. A strong brand identity is a huge part of this and the brand’s affinity with British boxing, brought to life in the new packaging and identity, provides real stand out in the current marketplace.”