Dick Winters

A tongue in cheek brand

A unique brand identity and packaging solution for a quality, British-made underwear range for men.

inspiration

Combining style with eccentric individuality

Dick Winters is the quintessentially British brand of fine luxury underwear for gentlemen. With a huge passion about being ‘Made in Britain’, their core mission is to actively drive the resurgence of British manufacturing through everything that they do. 999 was appointed to create a truly unique, genuinely British underwear brand, celebrating the essence of classic, understated style, combined with a somewhat eccentric individuality and sense of humour!

100

The Big number

£100k of sales

We achieved £100k worth of sales in the first 12 months, a fantastic result. Within weeks, online sales were rising steadily and the brand secured a pop-up concession with House of Fraser. Only a year later, Dick Winters joined the UK’s largest curated online marketplace, notonthehighstreet.com, and now boasts some notable celebrity adopters.

Connections

Unique and witty approach

Our client was keen to appeal to a broad age range and develop a tongue-in-cheek, luxury brand for ‘real men’. They were looking for a unique and witty approach to differentiate their offering in a hugely competitive marketplace.

Ideas

Introducing 'Dick'

Our design team undertook the art direction of six ‘Dick’ characters to reinforce the brand’s sense of fun and individuality. We created a classic look and feel that is quintessentially British - understated with an eccentric sense of humour.

big Numbers

Over a dozen new stockists

We achieved over a dozen new stockists in first 12 months of launch, with a pop up concession in House of Frasers and a listing on notonthehighstreet.com.