MeUndies Brand Guidelines: The All-Over Print

MeUndies made underwear fun and comfortable.

MeUndies is a lesson in personality in a basics category. Founded in 2011 by Jonathan Shokrian in Los Angeles, it set out to fix a dull chore — buying underwear — with super-soft MicroModal basics sold direct, later on a monthly membership. Comfort got you in; personality kept you.

That personality is bold, all-over prints: rotating limited-edition patterns and licensed collaborations, plus matching prints for couples and families. The brand voice is playful, cheeky and inclusive, with colourful, body-positive photography and a wide size range. It calls itself “the world’s most comfortable underwear.”

(Honest notes: MeUndies is private and venture-backed (it has raised tens of millions), and still operating; founder Jonathan Shokrian has moved into an executive-chairman role, with day-to-day leadership under newer management. Its licensed collab prints are others’ intellectual property, which we describe but do not reproduce. No official brand hex is published — the brand is deliberately multi-colour.)

MeUndies lives in bold, multi-colour prints. Click a swatch to copy the hex.

MeUndies’ identity is bold, playful and multi-colour — a magenta, a teal, a purple, a sunny yellow, and an ink. There is no single brand colour by design; the identity lives in an ever-changing world of bright prints and patterns. It signals fun, inclusivity and self-expression rather than plain, utilitarian basics. The honest caveat: with no published brand hex, these tones are an original, unofficial interpretation, not first-party values.

The lesson is make the print the brand. MeUndies’ world is a rotating pattern library. For designers, it is a reminder that in a commodity category, a bold, ever-changing print system (plus a playful voice) can be more ownable than any single logo colour — the pattern is the personality. The takeaways: build a flexible, bold print system instead of one fixed colour; keep the voice playful and inclusive; and treat any single hex as unofficial — using a deep plum for small text so the brights stay loud.

The wordmark spirit is a playful rounded sans — friendly and inclusive.

MeUndies’ identity carries a playful, friendly, inclusive spirit — a rounded wordmark over bold prints and joyful photography. A rounded, playful sans captures the mood: it is warm and cheeky, the register of a brand that makes underwear fun. Set against bold multi-colour prints, the rounded type feels approachable and upbeat — exactly the personality-first character MeUndies carries. It is friendly rather than utilitarian, mirroring soft, colourful basics. (MeUndies’ real wordmark and prints are trademarks and trade dress we describe but do not reproduce, and the exact typeface is not published, so we don’t assert it.) Because the specific mark is not ours to use, the honest description is “a playful rounded spirit,” not the MeUndies logo. The type behaves like the brand: playful, friendly and inclusive.

MeUndies stands for playful comfort.

MeUndies is a lesson in differentiating a commodity with personality. Underwear is about as basic as it gets; MeUndies made it comfortable, colourful and fun — soft MicroModal for the product, bold rotating prints and an inclusive, cheeky voice for the brand — and locked it in with a membership. The prints and the playfulness are the moat. The differentiator is personality and comfort in a plain category.

For designers and brand-builders, MeUndies offers a clear takeaway: a bold print system can out-brand a single logo. The lessons: replace one fixed colour with a flexible, ever-changing pattern library; keep the voice playful and genuinely inclusive; and use comfort as the entry and personality as the retention. It is also a reminder to stay accurate: MeUndies is private, its founder has moved to executive chairman, and its collab prints are licensed IP — with the palette here an unofficial interpretation. MeUndies made basics fun — proof that personality can be the difference.

Keep MeUndies’s identity on hand — save it to a board in the Made Good inspiration library.