Aritzia Re-branding
Packaging Design
Branding
Time: 2021.04 - 2021.05
Responsibilities: Visual Design, Branding
Tools:
Brand Foundation
Offering
Aritzia is an innovative design house and fashion boutique and offering beautiful clothes in aspirational spaces with exceptional service.
Audience
The company enjoys high satisfaction amongst the coveted 14 to 40-year-old women’s demographic. The style of clothes is not limited to one, so it is suitable for urban beauties in this age group who love fashion and pursue fashion.
Goals
Considered design. Exceptional quality. And the perfect mix.
Core Values
“We’re about individual style. We’re obsessed with quality. And we think shopping should be fun. Beautifully made clothes. Exceptional experiences. For every woman.”
Personalities
We don’t do cookie-cutter. Our architects and designers consider each boutique individually, creating a bespoke mix of local influences, natural materials, custom furniture, and art.
Current Packaging
The whole picture is very beautiful as an oil painting. But there are some pictures on the shopping bag that are not enough to highlight the theme. For customers who know this brand for the first time, this kind of packaging is very confusing, and it does not show that this shop sells clothes.
The color of the shopping bag is too single, and the yellow tone is very heavy. This can indeed highlight the sense of atmosphere that the brand wants to convey, but there are also very bold and colorful clothes in the brand. But the mood of the shopping bag only reflects one of the many styles of clothes, the holiday style. So it needs to be improved.
Shopping Bag Re-design
The silk handle has a good touch, does not break easily, and has a texture, practical and beautiful. The paper bag is practical and recyclable environmentally friendly paper.
The pattern is inspired by the colorful floral skirts in the store, the clothes with low saturation colors, and the clean tailoring of the clothes. Gorgeous color blocks represent bold fashion spirit, different colors represent different customer personalities, and also represent the concept of diversification. The curved lines represent the tailoring of the clothes in place, highlighting the feminine curve. The low-saturation background is very high-end, which can highlight the brand’s use of high-end fabrics, and the clothes appear to be very high-end and textured.
Packaging
In packaging, it includes gift boxes, hangers, promotional cards, and spare button boxes. All boxes are made of environmentally friendly paper. The metal hangers are remade from recycled cans.
The designer believes that in order to enhance the customer’s unpacking experience, it is necessary to give customers some small gifts of practical value. For example, a shiny hanger. If the customer uses the hanger provided by the merchant to hang the clothes of the merchant, it will give the customer a very high-end and professional-feeling of the brand. This also echoes the brand’s intention to create a quality shopping experience. Secondly, the designer believes that providing a Promotion/Discount card will make customers feel very close to the people. Instead of saying a lot of polite words to customers, it is better to get a discount. In terms of color usage, the designer drew different illustrations, but the elements on the illustrations are still the same as the shopping bags. Compared with shopping bags, the color saturation of the box is lower. After all, it is a 3D box, so it is better to be clean and neat.
Label
Label’s Ribbon uses silk fabrics. The label is a direct expression of the brand. A silk-based Ribbon can increase the overall texture of the label.
The role of silk is to reflect the sense of high quality. The design of the label is very simple, using some small color blocks in the illustrations as an embellishment. The role of the label is to propose a brand logo, and the elements other than the logo can be simple.
© Nolan Li 2021