The outerwear of underwear

Kozee is a women’s seamless underwear brand concept, with a focus on comfort and fit, translated creatively as freedom of movement, bodily expression and a feeling of nakedness. The brand’s mission is to promote confidence in one’s self, expression of one’s self and movement outside of one’s self. To help women achieve that, Kozee set out to make seamless underwear essentials that fit and function as if one weren’t wearing anything at all. Given such a bold mission statement, in relation to such an intimate topic, we went all in on developing a brand persona that is colorful [both visually and verbally], expressive, fun, quirky and ever so provocative; the latter, only enough to be flirtatious, not too sexy … just “seamless” fun.