HUGO BOSS PACKAGING REDESIGN

HUGO BOSS approached a select group of individuals with the challenge of redesigning the packaging for their Men’s XXL boxer brief underwear. There were two main objectives. First was to reduce the depth of the current box by switching to a soft package. Second was to maintain the current width of the box to align with existing display constraints. One stipulation was that the new design could not exceed current production costs.

SUSTAINABILITY
We were also asked to make the new package more sustainable. My team approached this challenge by embracing the concept of reusability. We wanted the customer to have a keepsake package they could use again, that had the ability to outlive the lifespan of the product. 

EXECUTION
We created two packaging options, a primary and a secondary. The primary package was made of black faux leather, gray piping, and a clear back for visibility and an easy shopping experience. 

The secondary option was made of gray suiting fabric, black piping, and a clear back. The suiting fabric would utilize HUGO BOSS' excess suiting material, and the piping would come from excess suit lining. The upside to this option was that everything except for the zipper and labor would come at no additional cost to the brand.

OUTCOME
Final designs and samples were presented to HUGO BOSS representatives, and flown to Germany for production consideration by top-tier HUGO BOSS decision makers.

SCAD Team Members: Wendy Barbalinardo, Kelsey Coffey, Weston Vierregger