This experimental packaging design for Calvin Klein underwear aims at targeting “Otaku”, fans who invest a lot of time and money in their passion, between the age of 18 and 38. In order to communicate the brand’s image as sexy, perfect and artistic, as well as to convey a positive energy to consumers, the design features four superheroes from the Marvel universe. Each package shows a head composed of the mask of Iron Man, Spider-Man, Deadpool or Ant-Man, alongside a black-and-white illustration depicting male faces of different ethnic groups.
[Red Dot: Junior Award]
National Taiwan University of Science and Technology, Taipei City, Taiwan
Regina W.Y. Wang
Huang Han, National Taiwan University of Science and Technology