H&M needed to update the design of the tights and stockings packaging in order to simplify and enhance the buying experience for the customer in the busy shop environment. The challenge was to clearly differentiate the various product groups and show the function of each model while at the same time making it more inspiring for the customers. The H&M Tights are sold in more than 3700 stores in 60 markets worldwide.
The concept included developing a dynamic photographic expression to help differentiate the sheer tights range in both model and colour. A unified communication structure could be easily applied to all packages allowing for adaptions for multiple language versions. Great consideration was given to the overall effect of the combined packaging on the wall to build a strong impact in the shop.
The timeless quality of this bold design allows the packaging to remain relevant for years to come while staying true to the brand values within the context of fashion at H&M.