PACKIT / SS14 Creative Direction
The creative direction for PackIt in Spring/Summer 2014 focused on elevating the product while highlighting the distinctive features that individualize it. We distilled a high fashion aesthetic with the playful functionality embodied by PackIt, creating a cohesive brand identity that stretches across photography, package design, fashion prints/patterns, and sales collateral.
We drew influences from the sun drenched, on-the-go, lifestyle that PackIt enables and the uptown looks that inspired it. Consistently allowing the colorful product to live in polished surroundings refined the brand, while keeping the product as the relatable focus.