Wellness,
Performance
& Fertility

Case Study

Logo

Branding

Health.

The proposal for the new Torus Underwear brand, with its unique selling point of addressing men’s health through innovative design, aims to revolutionize the men’s underwear market.

It was with this challenge in mind that the partners approached Copa. Their journey, born from a personal fertility struggle, led to a groundbreaking idea-tight underwear can lower testosterone levels, affecting fertility.

Our mission with the Torus Underwear brand was not just about creating an attractive logo and visual identity. We aimed to bring together coherent attributes that could strengthen our spirit of collaboration and social responsibility, such as health and well-being. And this is precisely what we did.

After our first meeting, we already knew which visual and strategic path to follow. Our brand attributes, Force, Energy, and Performance, were not chosen randomly. They were selected with a strategic purpose in mind, to resonate with our target consumers.

Additionally, the consumer profile is bold. Healthy. Elegant.

Initially, we wanted to arouse consumers’ curiosity about an underexplored topic. After attracting their attention, we would have the chance to spread the brand’s values and the credibility of the product, as well as encourage new habits in their lives.

Character T

Torus | Testosterone | Tim & Tarles (Name of partners)

Bull

Masculinity | Virility | Reproduction

Anatomy

The Vitruvian Man by Leonardo da Vinci

Torus

The Universal Energy

Freedom!

This slogan represents the Torus Brand Voice, embodying the beliefs and responsibility of members of society who seek a better quality of life for everyone.

While the majority of underwear brands focus on the product, we’ve chosen a different approach. We understand that underwear is intimate and not always publicly exposed.

This understanding has led our creative team to innovate and present a communication that focuses on the physiognomy of those who wear a Torus, reinforcing our unique positioning in the market.

Brand Voice

Copa, a renowned branding agency, played a pivotal role in assisting Torus with the development of a Brand Book. This book was designed to effectively convey the company’s values and attributes in line with its purpose and visual identity.

The coherence between the visual identity, communication, and the Spirit of the Torus Brand is a testament to our commitment to the brand’s purpose for the world and for people, not just the product it sells. Copa believes that this is what keeps brands alive and relevant over the decades.

We understand that Torus doesn’t just sell underwear. It absorbs, understands, offers, and transmits the true purpose of man, in terms of health, reproduction, and vital energy, directly reflecting on his comfort, well-being, and self-esteem.

Our objective with this document was to ensure that the brand’s values, qualities, messages, aspirations, and attractions were not just understood, but also deeply ingrained in our collective understanding.

When we created the design project, we knew we had to go further and show everyone that it wasn’t just a logo, it was the reason why Torus exists.