Nordstrom wanted to update their packaging for Fashion Forms products – not just to freshen the design aesthetics, but also to improve their packaging performance. Working together with the creative team at Nordstrom, we created this solution that showcases the product and stands up under moderate to heavy wear, without breaking the bank.
SERVICES
Packaging Design
EXISTING PACKAGING
In tandem with their unveiling of their new brand, Nordstrom Lingerie, Nordstrom wanted a packaging re-design, more than skin-deep; they wanted the full dielines and packaging materials to change, to more accurately reflect their brand. There were also some problems they had noted; the packaging on the shelves was taking heavy wear, due to customers repeatedly opening the packaging to see the product.
On our recently completed package redesign for our Macy’s products, we had found that when we replaced the illustrations with model photography and product windows, the sales increased and the packaging damage was minimized, so we took the same approach with this re-design.
Nordstrom’s creative team initially proposed packaging made entirely of acetate for the product line. This would have minimized packaging damage from customer interaction, but that much acetate was cost-prohibitive.
OUR SOLUTION
Our packaging solution still used acetate, but more strategically, as product windows. Our cloudy acetate it spanned 3 sides of the packaging, creating a soft and ethereal window so that customers could see the product without opening the package. This airy aesthetic continued into the paper portion of the packaging, which was created from stronger stock than previous and coated with soft touch, really elevating the product perception.
Combining the soft touch paper, the frosted acetate, and the new photography, we gave Nordstrom the soft and feminine look they wanted for the product line, stayed within Nordstrom’s budget, and solved the packaging damage problem.
Graphic Design & Advertising 