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Lovely PackageMar 25, 2010

acne1

"This proposed rebrand for Swedish based Acne Jeans focuses on Acne's iconic name by incorporating crops and using a stark black and white color palette"

acne2

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11 Comments, Comment or Ping

Ricky Salsberry

While it’s quite handsome — it feels too reminiscent of the Saks Fifth Avenue identity: Exquisite thick/thin typography, used large and cropped, in stark black and white on basic bags for a company in the business of selling clothes.

While it doesn’t have the division-rotation of the Saks logo, at quick glance this feels the same, and definitely would to a basic consumer.

It’s nice work, but the designer should be more aware of such a high-profile graphic system.

Mar 25th, 2010
shane

Looks like Michael Bierut’s bag.

Mar 25th, 2010
Arlo

Although there are similarities to the Saks packaging (the black and white and simple cropping of type) it’s important to see these elements as separate pieces. No consumer would ever be seen carrying more than two of these at one time, which simplifies the communication and lessens the opportunity for confusion with the Saks brand. Plus, Saks is not the first to use black and white cropped type, it just happens to have been designed by a well-known designer, which elevates the level of exposure within the design community, and thereby it’s relative status as a victim of so-called “ripoffs”.

Seeing any of these bags/boxes individually would not evoke a memory of Saks, but more likely Crate & Barrel, if anything. The addition of the zig-zag also helps to differentiate the brand. Overall a very successful and unique system.

Mar 25th, 2010
Mario

I like the designs, but I wish they had some color.
Great stuff for a student.

Mar 25th, 2010
johanna

I agree with the reminiscence of Saks, but even more I think it’s a huge error not to use the actual Acne-logo (www.acnestudios.com).
To me it’s to exquisite for the brand and does not capture the Acne-style, even though it’s good looking.

Mar 25th, 2010
Greg

Looks really nice but seems too upscale for a jeans company. You missed the market you’re selling to.

Mar 26th, 2010
Ricky Salsberry

These jeans are in the $200–$500 category (via a quick flip thru their online store)

So upscale is appropriate, Greg.

Mar 28th, 2010
holla

The striped bag is striking and engaging, despite the lack of logo. However, the Saks redesign is immediately what I thought of. Not really working for me.

Mar 29th, 2010
Juan Miguel Marin

Nice work, although it is certainly a very similar approach to the Saks bags by Pentagram…. maybe this would have worked better with some color… the typeface is nice

Mar 29th, 2010