With Donna Karan stepping down from her namesake brand and DKNY to pursue her new venture, DKNY took the opportunity to refresh the brand with a more modern, streamlined aesthetic – which also included a redesigned retail packaging system. Collaborating with DKNY and Commission Studio, we engineered the structure and functionality of their vision for mass production. Our experience in structural engineering, manufacturing and the intricacies of the retail business ensured that the end result was solid.
In stark contrast to previous DKNY packaging, the new branding was refined by Commission with a minimalist approach that focused on texture, and user experience – a paper shopping bag that cinches shut. The continual horizontal black satin ribbon loops and weaves between the logo on both sides, and exits on the side gussets. With a pull of the ribbon tails, the bag cinches shut creating an interactive, tactile experience for the consumer. This style of ribbon closure on a shopping bag has never been done before in the retail market.
DKNY understood that packaging needs to be an experience, a palpable extensions of the brand, and we’re thrilled to have been part of engineering process. We’re excited to see how the new DKNY brand will continue to evolve across fashion and retail.