Design Bridge Amsterdam has redesigned the packaging for the iconic Austrian skinwear brand Wolford. The new look and attitude captured in the designs aim to connect Wolford to a new generation of consumers and sets the tone for "fierce new femininity in skinwear."
"Wolford needed a way to tap into new ideas of femininity, which are more complex, multifaceted and limitless," commented Claire Parker, Executive Creative Director of Design Bridge Amsterdam. "They needed to tell a story of quality and durability - traits that make Wolford a top choice of professional dancers and performers, like Beyoncé - combined with a sense of fierce femininity."
The packaging didn't represent the premium quality of the brand. To reimagine it, the team examined Wolford's role: on stage, in store and on skin. They worked with Amsterdam-based illustrator Emmy-Koos Meijer to create a range of illustrations that would break the category norm of headless female mannequins and communicate confidence and femininity in an authentic way. The edgy and attitudinal line illustrations are full of movement, carefully crafted and featuring realistic and imperfect female bodies.
Fashion photographer Julia Keltsch joined the team to create a new series of photography for the packs: always empowering and never objectifying, featuring natural poses and lighting to simply portray how the products feel on the skin. The imagery and illustration are paired with playful slogans to inspire the wearer to take the stage with confidence.
"The structure feels like a gift to yourself," Parker explained. "No longer simply something to contain the tights within, this presents them in a confident way and unveils them layer by layer. From the contemporary exterior to the considered engineering of the interior that holds and protects the product. We also designed a complete gift experience - from wrapping paper to ribbon and gift bags."
Design Bridge and Wolford collaborated from strategy to execution, including in-store and online audits, design, rollout and a possible Direct-to-Consumer offering in the future. The flexible, scalable design system at the heart of the project will be rolled out across the brand's vast portfolio of SKUs and was specifically designed to live beyond the pack as well, opening up possibilities for a range of different formats and future launches.
Photos: Courtesy of Design Bridge Amsterdam