Broxers

Be happy in your shorts

Broxers is an upscale brand of mens underwear that disrupts the normal model of cheap, hidden, disposable undergarments. Comprised of an inner “support” layer and an outer “modesty” layer, Broxers bring all-day style to a hum-drum market. Medium Rare is an equity partner in this startup business, rethinking how comfort and functionality can improve everyday life and add a layer of fun and style to men’s fashion choices.

The Challenges:

Brand and launch a startup lifestyle product with a unique point of view and personality.
Generate word-of-mouth interest and baseline sales to fund expansion.

The Ingredients:

Branding
Research
Print
Digital

Advertising
Promotions
Social Media
Packaging

Identity

The Broxers logo embodies the playful, innovative product whose goal is to “keep your guys off your thighs”. A bold and functional color scheme captures attention and is used to define sizing.

Digital

The Broxers website is where form meets function, illustrating the unique benefits of the product while entertaining through tongue-in-cheek humor that adds personality and memorability to the product. Social media enploys bright colors and time-sensitive offers to drive interactions.

The Impact

After multiple rounds of research, product testing, focus group studies and materials selection, Broxers succesfully launched a beta program to garner feedback and refine the end product. The resulting product line is gaining traction with affluent audiences and proving itself through robust online sales, with rollouts to mainstream retailers in the near future.

“Medium Rare has been an integral partner in the development of our brand. Their capabilities go far beyond marketing and graphic design — they focus on the creative details that make connections with consumers and instill brand loyalty.”

BROXERS

BROXERS

The Challenges:

The Ingredients:

“Medium Rare has been an integral partner in the development of our brand. Their capabilities go far beyond marketing and graphic design — they focus on the creative details that make connections with consumers and instill brand loyalty.”

REBEKAH CARLSON / PARTNER / BROXERS

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