Objectives
The proposed challenge is to design packaging for a line expansion that would attract younger customers, specifically young women from Gen Z.
Target Audience: Young girls aged 15-24
Goals: Create packaging for a line that still represents the Clinique brand while appealing to a younger generation who would be attracted to more youthful designs and have different values, such as sustainability. This would attract loyal customers from an early age.
Design Execution
The Clinique logo was simplified to appear like a more modern extension of the brand. The box was simplified so that the silhouette would be clean and mass production costs would be relatively low. The labels were printed on paper that was embedded with wildflower seeds to further the overall sustainability of the product and support the collaboration with the Xerces Society.
The final line was altered to include three sets, each inspired by a pollinator (the honey bee, the monarch butterfly, and the hummingbird).
Results & Impact
The “Wings Collection” line for Clinique offers simple, modern, and playful packaging to appeal to a younger audience. The collaboration with the Xerces Society and sustainable materials appeals to the consumer values of Generation Z. The simplicity of the packaging allows for maximized shelf space in retail spaces and relatively low reproduction costs.
