Old Navy Packaging Gets Creative
November 29, 2007 by Susan Gunelius
Filed under Marketing
Old Navy has done an excellent job of developing and communicating its brand as young, fun and creative. That brand image is now evident on their product packaging as well. Old Navy launched new packaging for its basic men’s and boy’s products, and Jason Rosenberg, Senior Packaging Designer for Old Navy, led the 5-month creative effort.
Last week, Andrew Gibbs from TheDieLine.com (one of my favorite packaging blogs) published an interview he did with Jason about the new Old Navy packaging, and it’s a great read. Jason describes the unique challenges of developing packaging for approximately 80 SKUs and 900 stores, particularly challenges related to working with packaging vendors around the world. My favorite part of the interview is when Jason describes the design process he goes through from concept to production. For example, he cites the need for competitive research, grabbing inspiration from the direct to the very conceptual, being spontaneous, and seeking feedback from creative partners as well as cross-functional partners.
You can follow the link to read Andrew’s full interview with Jason Rosenberg about the new Old Navy packaging.
What do you think of the new packaging for Old Navy men’s and boy’s products? I like it. It’s very unique and seems to fit in well with the quirkiness of the Old Navy brand.
The design is certainly very hip. Plus, there’s a little bit of vintage going on that everyone seems to like these days. Although I once saw a brand design milk cartons for its packaging years ago. One of the most important highlights of Old Navy’s design process, I think, is research. Research first before plunging into an idea.
This packaging looks original and fun to me. A cross between military cartons and new-trendy imagery. Makes me want to go into a store and buy the underwear but keep the box.