HUGO BOSS Package Redesign by Wendy Shapiro

July 21st, 2011 by retail design blog

Objective: HUGO BOSS approached my package design class with the challenge of redesigning the packaging for their Men’s XXL Boxer Brief underwear. The main objectives were to reduce the depth of the current box by switching to a soft package, and maintaining the current width of the box so that the new packages could still fit into the existing display drawers. The new package could not exceed current production costs.

Insight: We were also asked to attempt to make the new package more sustainable. My team approached this challenge by utilizing the concept of reusability. We wanted to make a package that the customer could use again and that had the ability to outlive the lifespan of the product.

Solution: We created two package options, a primary and a secondary. The primary package was made of black faux leather, gray piping, and a clear back for display purposes.

The secondary option was made of gray suiting fabric, black piping, and a clear back for display purposes. The suiting fabric will utilize HUGO’s excess suiting material, and the piping will come from excess suit lining. The upside to this package option is that everything except for the zipper and labor will be free of cost.

Team Members: Wendy Shapiro, Kelsey Coffey, Weston Vierregger

Tea TEATUL packaging by Pavla Chuykina, Ann Moiseenko, Nastya Chamkina
Brand was made for city residents. Chaos and high speed are an integral part...
Captain John packaging by Galya Akhmetzyanova & Pavla Chuykina
Never underestimate a cheese cutter whose job is to hand cut a wheel of chee...
Sopra rebranding by Bravo Company
We were commissioned to rebrand Sopra, an Italian restaurant, for their Sing...
Rhinoshield packaging by Bravo Company
Rhinoshield is an impact protection screen protector film. Rhinoshield's spe...

Leave a Reply