A long-time collaborator reached out to us with a new retail business idea within the clothing manufacturing industry.
After testing the market for men's boxer shorts and seeking to enhance everyday comfort for men's underwear, the owners had the foundations of their new business in place. With the product and a name already established, they wanted to collaborate with Team Cake on branding their new venture and developing a new Shopify site for their new business, Boxeroo.
As a newly-founded D2C brand, with a simple product offering from a visual perspective, giving Boxeroo a thorough tone of voice guide to outline their messaging would be instrumental for driving sales. The goal was to make the business welcoming to customers from all different backgrounds - making the brand friendly, down to earth, and funny when needed, without venturing into crude territory like some competitors. Plus, as a new brand, Boxeroo needed to relay the benefits of their products to get customers interested, and from there they could lean into the more branded elements.
Boxeroo’s products may appear simple at first glance, but when you dive into the development of the product, it becomes clear that the technical and ergonomic features deserved to be a key focus that should be incorporated into the branding.
The brand required a new logo, colour palette, and typography suite to create a comprehensive visual style, which would span across their packaging, the brand’s new Shopify site, and their social media channels.
With some initial ideas in place, we got to work building a sleek and functional visual identity that would be the foundation for Boxeroo’s business for years to come.
Boxeroo had the tagline “A whole new ball game” in place already. From this tagline, we could build out a full messaging suite.
Not only did we deliver the brand a thorough tone of voice guide - further outlining their fun, and functional brand identity - but, as a part of this guide, we gave them a stack of secondary slogans and taglines that could be used throughout their site and social media campaigns.
These guidelines were further put to work through the building out of marketing content for the brand too. This included written blog content, email flows, and Meta ad copy, all of which would give potential customers the opportunity to learn more about the product USPs at different points of the buying journey.
The Boxeroo logo was designed to look like a kangaroo, which was the initial inspiration behind the Boxeroo name and the product's main USP. This logo was designed to be instantly recognisable as the Boxeroo logo - simple, clean, and with the ability to be used across many different formats. This was paired with a clean typeface for the Boxeroo word mark to create a cohesive style across all platforms.
As the initial round of products utilised a neutral colour palette, we knew that the branding should do the same. Therefore we moved forwards with a reserved colour palette that leaned heavily on black and white shades, with gold as an accent colour. This simple palette would let the lifestyle and product imagery shine, ultimately leading people to add products to their cart.
Following the delivery of a full design suite and tone of voice guidelines, supporting marketing material, and a freshly-built Shopify store, the Boxeroo brand was up and running.
The unified brand identity and tone of voice guidelines have provided Boxeroo with a scalable foundation for growth. The flexible visual system has seamlessly adapted across product launches, campaigns, and an expanding social media presence. The "fun yet functional" messaging framework continues to differentiate Boxeroo in a crowded market, and the streamlined visual identity and cohesive messaging framework provided immediate clarity for customers
We're continuing to work with Boxeroo on their evolving marketing strategy, having recently expanded into influencer partnerships and content marketing initiatives. The strong brand foundation we established has enabled rapid scaling of marketing efforts, with each new campaign building on the cohesive identity we created together.
The success of Boxeroo demonstrates how comprehensive brand development—combining strategic positioning, visual identity, and content marketing—can transform a simple product into a memorable brand that resonates with customers and drives sustainable business growth.
Want to learn how we can build your business’s brand from the ground up? Contact us!
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