The Signature Fragrance STR8 Teams Up with the NBA Star Giannis Antetokounmpo to Inspire Self-Identity Beyond Stereotypes

Brief: STR8, an international men’s care brand with a target group of 18-35 y.o., partnered with the NBA star Giannis Antetokounmpo to release a special edition line. We were asked to assist with the packaging design. Challenge: Attribute Giannis’s distinct character and values without being lost in the clutter of dozens of brands that try to leverage the young superstar’s momentum by including him in their packages and/or campaigns. Approach: Our first step was to establish an organic connection between the two brands, G.A. and STR8, so his presence on the packaging can be justified and ownable instead of one more marketing endorsement. To achieve this, we focused on the nickname he became famous with, “Freak.” A raw characterisation, usually used in an offending way, was a perfect metaph