Changing Your Granddad’s Underwear: Rebranding Fruit of the Loom for a New Generation
In 2023, Fruit of the Loom wasn’t just selling basics—it was fighting for cultural relevance. And I was one of the people making that fight funny, strategic, and scroll-stopping.
The assignment? Rebrand a legacy underwear brand that had nearly gone bankrupt and make it resonate with Gen Z and younger Millennials. No small feat. But instead of slapping on new visuals and calling it a day, we built a tone-first identity from scratch—one that leaned into irreverence, cultural awareness, and self-aware humor.
Alongside GSD&M’s rebrand team—including Jessica Zalaznick, Dakota Rae Lowe, Dominique Monet, Michelle Grant, Jay Russell, and Leigh Brown—I helped bring Fruit’s new voice to life across TikTok, Instagram, billboards, digital ads, and more. From “Fruitisms” to “Looming Large,” we gave the brand a distinct personality that was finally as bold as its prints.
The rebrand wasn’t just about tone—it was about trust. We retired the fruit mascots (for now), made weird Halloween content that felt more like Adult Swim than aisle nine, and created influencer activations that spoke fluent Gen Z. And yes, we made the internet argue about whether a cornucopia ever existed.
Fruit didn’t just change its look. It changed its vibe. And I helped write, direct, and design the blueprint.
Check it Out
🧢 Creative Credit Where It’s Due: Jessica Zalaznick, Dakota Rae Lowe, Dominique Monet, Michelle Grant, Madison Jackson, Shannon Gill, Ty Harper, Jon Williamson, Leigh Brown, and a very irreverent pile of briefs.
