The male underwear war is a heavily contested fight that takes place at local departmental stores, where 97% of all Singaporean males purchase this essential clothing item. When Singapore’s largest underwear distributor tapped on us to create a new line of underwear, we decided to start from the bottom up, understudying the departmental store environment carefully. We concluded that a robust packaging was needed to truly dominate shelf space visibility – grabbing the heterosexual male consumer almost instantly.