How to design for inclusivity: Caramba Agency create an inviting and playful identity for Underdays

“The monogram provides a real personality to the brand,” Co-founders Caroline Carrillo and Ambar Amill Bosco of Caramba Agency tell us, detailing their inviting, charismatic brand for Underdays, and its fluid, all-inclusive logomark. Opting for an unapologetically contemporary aesthetic – rife with organic forms and vibrant hues – the resulting identity represents “the diversity and uniqueness of everyone,” corresponding with the London-based underwear brand’s inclusive intentions. Working between Paris and Barcelona, Caramba Agency worked closely with Underdays, crafting an identity that reflects their person-first approach alongside the unrivalled quality of their products, achieved through an engaging contrast between the ‘U’ logomark and the rigorous typographic choice. “For the main wordmark, we used Neue Haas Grotesk,” Carrillo and Amill Bosco explain, capitalising on the infamous classic’s familiarity and tenacity across Underday’s extensive digital spaces and its tactile packaging solutions – both of which feature the charming use of blue as its hero hue. “We chose blue because it’s a universal and timeless colour, they add, noting its universal appeal. “We chose a very vibrant blue to reflect the fact,” Carillo and Amill Bosco conclude, “this is a colourful and impactful digital brand.”