Comfort Flex
Ingredient Name
Comfort Flex
Hanesbrand had developed an ingredient that created softer, less binding waistbands in their briefs, boxers, and boxer brief products. In keeping with the brand, the name needed to be simple, descriptive, and easy to say. We mixed and matched hundreds of words to create ComfortFlex, a mark as relaxed and functional as the waistbands themselves.
Other Projects

Names that are descriptive can be difficult to trademark, so they always need to include something a bit more suggestive. ComfortFlex, while getting at the ingredient’s chief purpose, had just enough style to circumnavigate the trademark issues encountered with overly descriptive marks.