JUICY COUTURE

Built on the principles of comfort and sex appeal, the casual chic brand that took Hollywood by storm extended into men’s fashion with Juicy Couture for Men. For this line, Juicy pursued a bad boy image which quickly found its way onto the shelves of upscale retailers like Barneys New York and Saks Fifth Avenue.

For the 2007 gift season, Juicy enlisted the help of Design Packaging to develop a museum quality box to accommodate three different gift items: a deck of playing cards, a wallet and Flask & Skull Carrying Case. The inspiration for the gift box became an antique, worn book. The edges of the box resemble the worn foiled page edges of an old Bible. (Imagine the look on his face when he first encounters the gift. You got me a Bible, honey?). Printed in four colors on natural kraft paper, a debossed silver Juicy logo featuring its signature lions is offset with a foil hot stamp, giving the box a worn look and letter-press feel. A spot UV process emphasizes the leather pattern on the book cover. Lined with black velvet for a touch of luxe, the interior platform is interchangeable to fit playing cards, a wallet… or a flask. (That’s more like it.)

The result, a perfect bad-boy gift. Good-looking on the outside, a bit naughty on the inside.