Tactical Apparel Brand

This was one of the most animated, chaotic, and scaled projects to date in our portfolio. It started with a napkin and a few cups of coffee. Somewhere between “you’re joking” and “wait, that might actually work,” Gunderpants was born — a boxer brief with a built-in holster. No brand, no logo, no plan. A personal friend of FrontPageLabs was the founder, and the idea's ironic but practical identity was on par with the kind of energy we wanted to approach a project with. It all began with zero digital presence, no website, and a few side-eyes from vendors. 4 months later, FrontPageLabs generated over $50,000 in sales for Gunderpants with a shopify site, social media content and meta ads. ( If we can scale Gunderpants, we can probabaly scale anything. )

FrontPageLabs turned the blank brand concept into a fully functional, unapologetic brand. The goal wasn’t subtlety — it was presence. We built the Shopify website, created the entire digital identity, and gave the brand a tone that matched the product: confident, absurdly practical, and dangerously funny. From the logo to the first Instagram caption, everything was designed to make people stop scrolling and say, “What did I just see — and where can I buy it?”

Phase 1 — Brand Development

We started from zero. Logo, colors, typography, brand voice — we collaborated with the founders during the process of building everything from the ground up. The goal was to create a look and feel that stood out in a market filled with seriousness. Gunderpants became a brand that was equal parts tactical and tongue-in-cheek, giving it an identity that people instantly remembered.

Phase 2 — Digital Launch

We designed and launched a Shopify website optimized for conversions and storytelling. From there, we established the brand’s social media presence, including content, captions, and visuals that aligned perfectly with its tone — straightforward, witty, and a little abrasive. The digital ecosystem was built for growth and engagement, with clear messaging and consistent branding across every touchpoint.

Phase 3 — Marketing and Growth

Once the foundation was set, we managed ads, sales funnels, and performance tracking to scale the brand efficiently. The marketing focused on clarity, humor, and direct response. In just six months, Gunderpants generated $53,000 in sales — a strong validation of both the product and its positioning.

Gunderpants went from a coffee-fueled idea to a six-figure business with a defined voice, loyal audience, and fully integrated digital presence. It’s proof that a clear strategy, smart execution, and a little humor can turn even the most unconventional concept into a serious success.

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