Objective: Lead designer for Hugo Boss packaging. Hugo Boss needed to differentiate its 3 different underwear lines in a clear and elegant way. After multiple rounds, these were the implemented solutions that spoke to those different markets. Red Hugo is the most contemporary line, Boss Classic appeals to the more traditional man, and Boss Orange to the youngest, more athletic demographic.
In addition to the design system for each line, the photography direction for each package provided information about the product: showing the model in three overlapping poses covering all box surfaces. This approach also allowed potential buyers to see the product from all angles, minimizing confusion and returns for a product that cannot be tried on before purchase. Responsibilities: Concept, design, and overseeing production execution.