Alpha, Lead the Pack, is a masculine luxury undergarment brand for the upper-middle income metrosexual career man 24 to 32 years old. It promotes the idea that undergarments can be the most valuable piece of business attire. The name and logo defines it all; Alpha meaning the first, and a tagline that offers a heightened confidence level for the consumer. Muted dark tones give an air of secrecy to the merchandise and added value to the product. The typeface, Caslon is a masculine serif and this font is used throughout the brand because of its official and professional look. The packaging was inspired by delivered packages that get shipped to and from business offices. The design was fueled by manila envelopes that confidential documents are mailed in, and are sealed with metal clasps and/or packaging tape. The windows that allow the consumer to view the product, were inspired by envelope windows for bills. Newspaper became an appropriate texture and was used as a lining to all the packaging. To add cohesion the copy was placed in a table format and grouped together in lists.