Client Objectives: Macho is a male underwear packaging design created for Scopri S.R.L.
For their first venture into the underwear market, the company’s goal was to achieve a young, captivating, and original design. Tailored to appeal to both wholesalers and retail shops, the approach takes a humorous and interactive turn.
Embracing the “everyday superhero” concept, the customer, upon lifting the box, unveils an unexpected reveal, leaving the superhero in nothing but underwear—a cheeky twist on conventional packaging.

Fun Fact: The logo itself (meaning “discover” in Italian) acts as a call to action, inviting people to pick up the box and enhancing the overall brand experience with an engaging touch.