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Design Category
Package design, 2001
Design firm
Gap Inc. (San Francisco, California)
Collection
(2002) AIGA 365: 23
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Our aim for the new Gap cosmetics collection was to create a design that represents the clean, modern essence of the brand. The fresh white packaging sets off colored labels that indicate product color at a glance. We organized the information carefully to minimize the visual impact of all legally required type.
“It makes the product seem more expensive than it is. It’s very clear with color. It compares well with other cosmetics.”
“This feels more Gap to me than the flowery stuff the company was doing for a while. From a cost perspective, it’s a brilliant idea. The sticker is a good way of communicating the metallic nature of the product. For this price point, it’s amazing. I’d be really happy to take this out of my purse.”