When designing Michael Graves packaging for the JCPenney product line, we knew it needed to be both distinctive and an effective marketing tool at the consumer level. Equally as important, we wanted the packaging to feel like a gift box that you would be proud to give to family, friends or yourself. Our integrated team of industrial designers, graphics designers, and brand managers actively engage in communicating the big idea to consumers, as soon as the big idea is conceived.
JCPenney invited Michael Graves to help transform its home department with a Michael Graves Design branded shop full of original products. Launched with 200 original designs, our objective was to provide a gift shop experience to JCPenney customers through an inspired blend of modern and classical design elements infused with Michael Graves’ legendary wit. Moving the brand from mass market to department store required an elevation of the branded identity for Michael Graves Design, as well as the materials used in the products. The clean, modern color palette, as well as packaging elements like the foil stamp logo and varnished photography, communicate the sophistication of the brand.
