ALDAY
Branding the World's Most Comfortable Pants.
Fact: Most men don’t feel comfortable shopping for pants online. The hassle of sizing guess-work, and inevitable returns tend to make guys run for the hills (or their nearest GAP.) Alday set-out to change that perception through their confident, inclusive approach to this mens staple.
In-depth consumer research was conducted in order to get to the heart of the issue and map out consumer pain-points. It was discovered that men crave the reassurance and humanity that accompanies a good in-store shopping experience.
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The Alday brand identity and website were then created with these insights in mind, putting the user at ease and communicating the core brand tenets of comfort, style, and versatility with a healthy dose of California sunshine and optimism.
The system was also applied, in all of it’s optimistic glory, to print collateral and packaging. The brand logo-mark and logo-type also appear on the hardware details of the pants, reminding wearers they’ve “stepped into their comfort zone.”
