Developing an elegant masculine men's underwear brand for the modern gentleman
Majera is a new men's underwear brand that offers premium and comfortable undergarment essentials for the modern masculine man. Built on the foundation of quiet, elegant luxury, we developed a completely new brand identity specifically designed to position the brand as a symbol of subtle confidence and everyday elegance.
Drawing inspiration from classic tailoring and timeless craftsmanship, the Majera logo transforms this heritage-rich approach into a bold, monogram-style emblem. Its sharp and clean serif details represent the exquisite artistry that defines a traditional, masculine persona, perfectly capturing Majera's core principles of refined comfort, confidence, and elegance.
We worked closely with Majera as we developed their brand identity system entirely from scratch, starting with strategic brand positioning and the creation of their "Daring Dreamer" persona and tone of voice. Once the brand's unique personality was established, we designed a full visual identity, including the logo, color palette, typography, iconography, and supporting design elements. This identity system was then deployed across all key touchpoints, from packaging and social media to video and photography direction, ensuring that every application flawlessly captures Majera's core essence of quiet, elegant luxury.
Striking a balance between refinement and function, Majera's icon system combines stylized detail and elegant curves with wide glyphs and straight terminals. Constructed on a uniform grid with a consistent stroke weight, these icons are utilized across social media and packaging, extending the brand's quiet, confident elegance right down to the finest details.
Majera was launched in February 2025 as a compelling new brand in the premium men's underwear space in Indonesia. Supported by elegant videography and striking photography, Majera made an impactful debut and continues to grow and strengthen its brand presence and market impact.
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