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Winner - Bronze
Designer: Yves Behar - Founder/Chief Designer
Design Type: Communication
Everything we design for PACT needs to represent the brand’s ethics: Nothing artificial or superficial, not with the body, partnerships, or packaging. Our design is both sustainable and adaptable. The packaging consists of 2 boxes, one for each sex, with separate hangtags and stickers that indicate different styles, sizes and partnerships. With basic branding and messaging printed on boxes, the stickers help to add specifics without requiring an entirely new run of packaging for each new style or campaign. The entire system is made from 100% recycled/recyclable paper and the glue used is biodegradable. Thus, all of the packaging materials are either recyclable or compostable. In designing such a simple solution for PACT, we ensured that as the brand changes and grows, the packaging system could grow with it, negating the need for wasteful re-designs. The design is more than just responsible; it is fun, approachable and uniquely PACT. The whimsical “thought-bubble” windows on the front of the box expose the expressive prints and colors of the underwear, while also reminding customers of the social and environmental consciousness of the brand. The updated messaging is clearly printed, while colorful stickers help to indicate style, size and, if applicable, the cause the print is for. On the back, a graphic representation of the three basic brand tenets, good design, good fabric and good causes, helps to immediately identify and explain what PACT is. The hangtags carry the same messaging and graphics for the t-shirts, ensuring that even without a box, the brand is still fully represented and explained. The sticker system is also applied here to indicate style and size, creating a cohesive design language across the entire packaging system. In addition to its iconic expression of the important brand facets of PACT, the packaging system stands out in retail environments. It is unique to the apparel industry, where merchandise is traditionally displayed in a homogenous fashion, whether with plain hangtags or lackluster table displays. With PACT’s system, no matter where the products are shown, they stand out.