The task was to pick a brand, come up with a new campaign and create in-store packaging. The goal was to make the brand more noticeable and gain brand loyalty from customers by creating new structures and a second use for packaging.
American Apparel is known for its passion and innovation in selling fashion basics. Their target is males and females aged 18 to 34. To target the audience and keep the same spirit of American Apparel, the new campaign encourages people to be themselves, and remember how unique they are. The color palette is bold and energetic, which reflects the brand soul and sends cheerful messages to customers. The shopping bags are designed with letters, which stand for people’s initial; the gift box with taglines convey to the audience the new campaign idea and can be also used as larger shopping bags.
American Apparel Packaging