Underworks are Australia’s biggest dedicated sock manufacturer with a presence in every supermaket in the country. While working for Big Red I was engaged to do a packaging audit of their biggest ranges, All Day Socks and Sport, and propose new packaging. The brief was very much to refine rather than revolutionise and hone in on the value proposition of the socks while also contemporising the look and feel. This meant critically deconstructing the heirarchy of information on the packaging and creating new structures to better position the ranges on the shelf. A big project which took about 4 weeks, these are now on sale nationally. I was later asked to refresh their thermal and kids ranges.
