Lupo

Efficient, Simple and Iconic Design

Present throughout Brazil, Lupo is one of the most recognized brands in the men's underwear category. With a broad portfolio of styles, colors and sizes, the brand faced challenges related to product display, identification and handling at retail.

An in-depth immersion with management teams, factory staff and visits to multiple retail environments revealed a clear opportunity. During the sales process, packages were frequently opened so customers could inspect the products, but returning the underwear to the package was difficult and often compromised its appearance, causing the structure to wrinkle or lose its original shape.

The solution began with a complete structural redesign. The new package adopted a flexible format featuring printed graphics, product viewing areas and a zip-lock opening system, allowing repeated opening and closing without compromising its integrity.

From a graphic perspective, the strategy was to focus only on what truly mattered. A dark gray background creates a neutral and sophisticated frame, while the Lupo logo takes center stage. A new icon system enables quick identification of each style, supported by a simple legend highlighting the product's key attributes.

Two large windows enhance product visibility, making it easier to identify colors, patterns and features before handling the package.

The result is a solution that strengthens brand presence at the point of sale, improves portfolio organization and simplifies the experience for both sales associates and consumers. A project that transformed operational needs into an efficient, simple and iconic design.