Art Directing a photoshoot can be interesting, especially so in this case – Rhys told me in an unsure voice, “today I asked a man to shave his chest”.
It was a new brand to the market. The brief stated that Wexfords should be a clean and simple identity, able to work subtly on packaging & taking a back seat to the product photo.
Wexfords initially launched with Men’s underwear, the creative brief stated that we shouldn’t differentiate the product in the marketplace, it needed to compliment other high-end underwear brands. Grainy black & white photography worked well for this.
We designed and created the packaging net for the client’s manufacturers in the far east too.