Being an established US brand Jam&Co was tasked with adapting the brand for the Australian market. Key consideration points were determining how the notion of ‘Bears’ would translate here and identifying humour that would resonate with Australian’s but still stay true to the Bear Naked brand essence. We took iconic bear illustrations and gave them an Australian touch by illustrating them as a “surfer bear” and “skater bear”. We then brought the brand to life giving it personality through Australian’s love of puns – using this in on pack copy to create personality and interest.