With the Lee Skinny campaign generating a mad rush at all Lee stores, we decided to take it one step further. Lee wanted to be the brand for skinny jeans. So we created a packaging design that matched the season’s hottest trend – skinny. Needless to say, the packaging received just as many compliments as the ladies wearing the jeans themselves. In no time, people were spotted with skinny bags; everybody knew what they had just purchased and from where. The packaging also added to the visual merchandising of Lee stores.