Hugo Boss packaging by Joe Doucet

June 15th, 2011 by retail design blog

When Hugo Boss asked us to reinvent their body wear packaging system, we knew the challenge ahead. The category is a “sea of sameness,” restricted by the cost implications of showing a model’s
face across the volume inherent in body wear.

The solution was to conceive the packaging as a three-dimensional space showing the model in three overlapping poses covering all surfaces. This approach also allowed potential buyers to see the product from all angles, minimizing confusion and returns for a product that cannot be tried on before purchase.

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