LouisBoston had been, for several generations, a men’s store for tailored clothing. Sadly for women everywhere, men have stopped wearing suits. This packaging is part of a new identity intended to communicate the store’s expanded offering for women and for younger customers. The difference between handmade, artisanal clothing and lesser-quality clothing is the way it feels when you put it on. These designs are meant to suggest that difference and, at the same time, to capture the approachable atmosphere and irony in the character of the store.