Fashion Forms Packaging ReBranding
Coming into a new decade it was time for Fashion Forms packaging to get a new & fresh look. We needed a look that was “fancy” enough to keep up with our current customers, but “young” enough to attract a new generation.
Fashion Forms products are sold in many different retail stored. Not only FashionForms.com would be adopting this new look, but Dillards, Macy’s, and many smaller boutiques would also be carrying this new packaging. Before each retailer carried their own unique packaging for Fashion Forms that reflected both the retailer and Fashion Forms as a whole - until now.
Program used: Adobe Illustrator
Fashion Forms Old Packaging
Unknown - 2017
2017 - 2019
Design Elements
Fashion Forms needed a color that could attract many different generations, so I pitched Pantone 5245 C.
The font choice was another kicker that could make or break this design, so I chose to alternate between a serif and san serif that complemented each other (in my opinion).
Serif used: Benton Mod Dsip (which can be synced from Typekit)
San-serif used: Myanmar MN (this was a default font)
Picture vs. Window
Fashion Forms needed a fresh look that would appeal to all generations, but I also had to take into account that they are still selling lingerie. The goal was to not show the FF model picture on the front of the box to avoid the “wrong kind of attention.” So, for the accessory products a big window was decided to go on the front of the box partnered with illustrations on the back of the box. To the left, you’ll see the window indicated by a red box. Also to save confusion with the now picture-less boxes, we’ve decided to add the category to the front and top lid of each box.
The text color has been chosen to complement the Main Color, because printing the text in a hard black would be to much of a contrast to match the elegance of the design and a hard white would be illegible. Although to make it pop, the product name and category are going to print with SPOT UV in the Main Color.
Final Design: Fashion Forms 2020
Every Product except accessories, a fifth panel was added to the packaging creating a door that opens to our model wear the product and a window to see the product. This allowed Fashion Forms to stay “classy” while also showing our customers exactly how to wear each product.
New product! The product is a cylinder shape and Fashion Forms wanted a unique “not-square” box, so I pitched this hexagon box.
All Fashion Forms photography credit goes to our former amazingly talented Photographer, Margot.
All Fashion Forms illustrations (specifically How-To) credit goes to our former Illustrator, Lillian. To visit her online portfolio please CLICK HERE.
