H&M. A sculptural take on tights.

The redesign of H&M Tights assortment was intended to achieve a more premium look, simplify the customer buying experience and increase shelf impact. The vision with the art direction was to achieve a contemporary edge while setting a timeless look. We worked with relaxed poses and natural lighting, to create a timeless expression in order to appeal to the gaze of the women today. Renowned photographer Annemarieke van Drimmelen achieved a sculptural quality with the images, allowing each distinct pose to differentiate the product range.

The redesign involved looking over the assortment, product communication, typographic grid and a new box design. Black and white photography was used for the function based products, while colour tone-on-tone photography was used for the primary range. The mulit-pack range also aligned to this system so everything held together. The new design helped customers find their products more easily while the overall look elevated the perception of quality and increased shelf stand-out.

Packaging

Art Direction

Communication

H&M. A sculptural take on tights.

The redesign of H&M Tights assortment was intended to achieve a more premium look, simplify the customer buying experience and increase shelf impact. The vision with the art direction was to achieve a contemporary edge while setting a timeless look. We worked with relaxed poses and natural lighting, to create a timeless expression in order to appeal to the gaze of the women today. Renowned photographer Annemarieke van Drimmelen achieved a sculptural quality with the images, allowing each distinct pose to differentiate the product range.

The redesign involved looking over the assortment, product communication, typographic grid and a new box design. Black and white photography was used for the function based products, while colour tone-on-tone photography was used for the primary range. The mulit-pack range also aligned to this system so everything held together. The new design helped customers find their products more easily while the overall look elevated the perception of quality and increased shelf stand-out.

Packaging

Art Direction

Communication