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Design Category
Brand and identity systems design, 1996
Design firm
Axo Design Studio (San Francisco, California)
Collection
(1997) Communication Graphics: 18
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For a new United Colors of Benetton flagship store on Fifth Avenue in New York, we wanted to create something to distinguish this store from the 7,000 other worldwide Benetton stores, but stay within the corporation’s visual style. Because the store is on one of the “main streets” of international shopping, we knew that these shopping bags would find their way home to many countries of diverse populations. The design reflects an attitude that is inclusive, positive, and progressive, re-creating a look of what it might be to walk down this “world” street. The bag was built to last both visually and structurally.