Purdys Pride Packaging Design

I found designing Pride items at Purdys to be a challenge. During my time there, the design team had worked hard to push the boundaries of the brand, but at the end of the day, one could only push so far until it would no longer be Purdys. Pride, to me, has always been flashy, joyful, loud, and exuberant, and with that in mind, I would create designs that I thought suited the season, but those designs also went too far outside of the bubble of the Purdys brand. Even though the target demographic of Pride itself skews younger than the primary customer profile of Purdys, these items still needed to work within the design preferences of that primary customer. It did take a lot of back and forth between myself, the Design Manager, and the Vice President of Marketing to come to a good middle ground and these designs are the end result of that toeing of the line: both designs have a rainbow burst, with pastel colours (trans flag included), and the typography is Proxima Nova, bold and chunky. The larger You Are Perfect box sleeve is printed on silver board stock, a white layer masks out what parts of the sleeve are shiny and which aren’t and the end result is very fun and playful.