Modern ABC
Lipstick Underwear
Client
Modern ABC
Service
Packaging Design
Team
CD:Kevin
D:S
3D:Mega
T:2023.12
Modern ABC
Service
Packaging Design
Team
CD:Kevin
D:S
3D:Mega
T:2023.12
Modern ABC’s “Lipstick Underwear” series broke away from the conventional visual language of the underwear category through a disruptive lipstick-inspired packaging concept, establishing a highly distinctive and memorable brand asset.
By integrating product concept and packaging form, the series was developed into an underwear line in which packaging itself became the primary point of recognition and recall. In a category characterized by strong visual homogeneity, this approach enabled Modern ABC to create a clear point of differentiation.
Supported by Modern ABC’s nationwide retail expansion, the brand rapidly grew its offline presence after launch in 2020, opening more than 130 dedicated stores within just a few months across key mid-to-high-end shopping centers in Shanghai, East China, South China, and Southwest China.
By integrating product concept and packaging form, the series was developed into an underwear line in which packaging itself became the primary point of recognition and recall. In a category characterized by strong visual homogeneity, this approach enabled Modern ABC to create a clear point of differentiation.
Supported by Modern ABC’s nationwide retail expansion, the brand rapidly grew its offline presence after launch in 2020, opening more than 130 dedicated stores within just a few months across key mid-to-high-end shopping centers in Shanghai, East China, South China, and Southwest China.
With its distinctive visual language and unconventional product concept, the “Lipstick Underwear” series quickly entered the awareness of younger female consumers and became one of Modern ABC’s most recognizable product symbols within the intimate apparel category.
Modern ABC is a women’s lifestyle fashion brand centered around the idea of effortless beauty. Guided by the slogan “Always Be Charming,” the brand encourages contemporary women to embrace themselves and retain their own unique sense of charm throughout every stage of life.
This project focused on developing the product concept and packaging system for Modern ABC’s “Lipstick Underwear” series.
The core objective was to establish a differentiated brand identity within the highly homogeneous underwear market through packaging innovation.
We observed that traditional underwear packaging is often driven primarily by function and practicality, with limited brand distinction or emotional value. In contrast, Modern ABC’s target consumers are younger women who value personal aesthetics, individuality, and lifestyle expression. For them, intimate apparel is not only about comfort, but also about self-expression and aesthetic identity.
Based on this insight, we proposed the bold concept of “lipstick-inspired packaging.”
Rather than following the conventional packaging logic of underwear, the design references the visual and structural language of beauty products such as lipstick. This transforms underwear from an ordinary functional garment into a lifestyle object with a more refined, beauty-inspired visual experience and stronger emotional appeal.
The packaging adopts a sophisticated, fashionable, and ritual-driven visual language, allowing consumers to immediately experience the brand’s aesthetic attitude from the moment they open the product.
Through a design system that combines category innovation, strong recognition, and emotional value, Modern ABC’s “Lipstick Underwear” successfully evolved from a functional intimate apparel product into a distinctive lifestyle symbol with strong visual identity, high brand recognition, and a clear sense of contemporary femininity.