Minneapolis-based design consultancy Ideas that Kick recently delivered new packaging for Rejuva, the fashion line of compression legwear licensed by Dr. Comfort to complement its existing Shape-to-Fit line of medical-strength compression hosiery. “Medical orthotic compression wear can be deadly dull and monotone,” says Kick brand strategist Mary Kemp. The brand seeks to change that with this line, so the agency played up the fashion feel on the packaging. The new design balances health benefits and high style, explains Kick creative director Stefan Hartung, and fashion photography gives a look truly unique to a category known for featuring conservative stock images. “Our packaging solution for unisex products leveraged the wedding photography trend of newlyweds showing off their matching socks,” says Hartung. “That’s a lot sexier than a professional in a dark blue suit.” www.ideasthatkick.com