GAP WOMEN’S UNDERWEAR
How can seven pairs of underwear be packaged to look like a great gift? I was tasked to find a new packaging system for Holiday underwear gift packaging—which never sold well, who wants a box of underwear? I searched for new packaging ideas in Japantown. I found inspiration in the candy section of a store. Lifesavers. A simple piece of clear film wraps around the folded bundle. Cellophane seals the deal. Art directed a colorful photoshoot of women’s underwear and loungewear with Christian Witkin. This package became the #1 bestseller for Holidays gifts for years to come.
