Creative Partner

Nice partnered with Jockey to update the visual identity and packaging across collections and retailer needs. NiCE was responsible for vis-id, portfolio architecture naming, concept development, packaging graphics, and industrial design vision across bags and boxes. NiCE also handled model casting, photography team management, and art direction for a range of shoots and styles across marketing, point of sale, and digital.



Nice created an iconic and intuitive vis-id and packaging architecture for jockey that reset the standard for brand recognition, navigation, and impact in the category. New product launches leverage the new look, and the design system was used to refresh retail-specific lines, including Jockey Life Collection for Walmart.