Creative Agency: Due Punti D-sign
Creative Director: Giorgio Cappellaro
Project Type: Produced, Commercial Work
Location: Mexico City, Mexico
Packaging Contents: Underwear
Packaging Substrate / Materials: Craft cardstock
Printing Process: Offset
For the new Scappino line of Men Underwear we came up with a simple but quite effective packaging system that shows right away what kind and color of underwear you're looking for. A transparent window diecut with the shape of each type of underwear will immediately tell color, texture, material and model of garment inside the box.
Beside the refreshing of an old design, we had to be cost effective, and, above all, clear. We got rid of the classic photo of a muscle man wearing each piece, and replaced it with a window the shape of the item contained in the box. The window would give all the needed info at a glance: type of garment and colour. We reduced the print to a simpler and cheaper 2 colour separation instead of CYMK, and opted for a craft cardstock with no need for lamination for a sense of strength and durability of the product, giving a tactile feel of the garment authenticity.
The transparent window diecut with the shape of each type of underwear that immediately tells color, texture, material and model of garment inside the box.
The craft cardstock that conveys a sense of strength and durability of the product, and gives a tactile feel of the garment authenticity.