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Design Category
Package design, 1997
Design firm
Gensler Studio (San Francisco, California)
Collection
(1998) Communication Graphics: 19
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Based in Half Moon Bay, California, Briggs & Riley manufactures and sells high-quality, mid-priced luggage. As part of a comprehensive branding package, Gensler Studio 585 developed accessories packaging that characterizes their new identity: the “Par Avion” blue logo is reinforced by a time zone motif and the orange color refers to Half Moon Bay’s famous pumpkin festival. The packaging, previously consisting of polybags, now better represents the products’ quality and price point. Cardboard sleeves provide critical information about small-scale luggage items while maintaining product visibility. To economize on printing costs, pre-printed translucent plastic envelopes are customized with clear product-specific stickers.