Creating a new brand image and visually differentiation for categories in leg wear.


The packaging design project for Penti covers a large range of women legwear products from daily sheer tights to performance products and colorful patterns. One of the critical issues in the brief was creating a new image for the brand while providing visual differentiation for different categories. Background color was one of the main visual element to differentiate the sub categories like white for performance products and more lively colors for patterns as they have a younger consumer. For each category a posture were selected to show either the mood or the benefit of the product. All of the accessories that are visible on the photos were selected with the same criteria.