Hustle Underwear

Congratulations to Year 2 Graphics student Tom Culton who has just won an industry led competition set by Bulletproof Design - London. The brief was titled ‘Fresh Meat’ and students were asked to think outside the box and break away from the expected rules of branding.

There were 3 parts of a cow representing the brand name, product and format. The students were asked to pick one card for each from lists of options to create a brand identity and a piece of packaging.

Tom got brand name ‘Hustle’, the product being underwear, in a foil bag format.

The proposition was ‘a brand that doesn’t try too hard to be sexy and is instead fun, cheeky and loud - relating to the ‘hustle’ name, celebrating diversity in body image’.

There are 6 styles of underwear in the Hustle range. They have cheeky typographical personalities with a nod to the type of underwear (ie. The ‘H’ resembles boxer shorts) which spell out Hustle when displayed in the shop.

His winning entry has won him a 2-week placement at Bulletproof in London.