Saxx - Carpe Diem. Cup Le Scrotum.

​Through deep brand work, we discovered the uniqueness of SAXX’s corporate culture - their obsession with solving the universal physical discomfort all men experience: discomfort with their balls. SAXX is the only brand (at least that we’re willing to mention) that thinks about men’s balls 24/7. So we saw our job as giving SAXX the cojones to embrace what they actually do. With expressions of masculinity evolving, we developed a contemporary brand book and style manual to bring the position to life. Its content exposed relevant observations about the male psyche, and introduced new ways for the brand to behave — in a tone that is all SAXX.​