It's not pants. It's a state of mind. Launching Alday.
Strategy, Positioning, Design, UX, UI, Development, Voice & Tone, Copywriting, Illustration, Packaging Design, Photography & Content Art Direction
Branding the world's most comfortable pants.
Alday came to us to launch their D2C men's pants and solve for a key consideration: most men don't feel comfortable shopping for pants online. We love a challenge.
We conducted consumer research to get to the heart of the issue and map out the central pain points. Turns out, a lot of men crave the reassurance and humanity that accompanies a good in-store shopping experience.
We created a brand identity and site experience that puts the user at ease and communicates the core brand tenets: comfort, style, and versatility with a healthy dose of Cali sunshine and optimism.
One of the primary deterrents for men shopping for pants online is sizing confusion. Our custom fit finder combines function with levity to provide size guidance and diffuse any sizing stress.
Our visual and written language supports the brand strategy of blissed out comfort by always encouraging the user to step into their comfort zone.