Case Study: NALA builds a bold, inclusive underwear brand with Universal Favourite

NALA launches in 2022 with Universal Favourite

NALA, an Australia-based underwear brand, sought to build an identity that championed vibrance and diversity while standing out against both the drab designs of sustainable brands and the established heavyweights in the industry. They partnered with the agency Universal Favourite for a comprehensive branding project that included the development of a new verbal identity, visual identity, and art direction.

Universal Favourite developed a brand concept centered on "all of you," creating a fluid wordmark, an "infinite smiley" brandmark, unique patterns, and an inclusive, unretouched art direction. The solution provided NALA with a flexible and cohesive design system that reflected its values of confidence, inclusivity, and sustainability. The brand launched successfully at the end of 2022, entering the market with a distinct identity that genuinely reflected its values and made the underwear industry more inclusive.

NALA