The creative strategy behind our packaging program was to strengthen and refresh Coach’s brand identity, communicating a sense of confidence, intelligence, and a contemporary point of view through elements that can only be Coach. The signature color hints at the richness of Coach’s mahogany leather. A custom overall embossing cylinder was developed and applied to give the paper a tactile sense and the illusion of depth. The debossed registration stamp is consistent with the branded registration stamp on the inside of every Coach piece. The Coach wordmark was embossed and stamped in custom gold foil, while the classic lozenge logo was foil stamped on the sides, providing the final accent.