Brandscape A:
This represents the fashion coming out of Japan at the time we created the brand Assets. We used this brandscape for color pallete.
Brandscape B:
This was our primary Brandscape board that drove the story and look of the brand Assets. You can even see the idea of using illusrtation with photography on the board.
Brandscape C:
This look was based on the street art of both America and the world. It was before Shepard Fairey and was certainly a good look. But in the end, it did not fit within the brand of Spanx.
Brandscape D:
We wanted to look at this Brandscape because there is so much education with the product. Hence, we did use this look for the back of the package.
Brandscape E:
This was around the look that Martha Stewart had become famous for. We did not use this look and feel at all.
Brandscape F:
This modern look was a look that Target leveraged and still does. We looked at this as a possible foundation for our package design. But in the end, we did not use it.
This is the final packaging family we initially launched in Target in 40 states. You can see the four women and how the look was influenced heavily by the "Sex in the City" Brandscape.
