GANT, is an American Swedish clothing brand, headquartered in Stockholm. The company is built on a strong yet simple idea; to be bold and never stop learning. A conviction that has led the way since 1949 when GANT was founded by Bernard Gantmacher in the college town New Haven, Connecticut. At that time the color on male shirts was white. GANT challenged the status quo – and the multicolor Oxford shirt was born. Today, GANT operates in 70 markets and its products are available at over 4 000 retailers and GANT-stores all over the world.
GANT’s packaging design was perceived as impersonal, held back and not in line with the brand’s values; innovative, passionate and authentic. Our assignment was to enhance the brand experience through packaging design and carry the brand’s heritage in a modern setting. More specifically we created a structural design system of shopping bags, accessory packaging, gift wrapping and e-commerce that boost the shopping and unboxing experience.
Our idea was to flirt with the IVY league heritage, sophisticated and modern with an element of surprise. Our signifier is hand woven bands, striped in different colours inspired by IVY league schools, connecting the packaging with the clothes – prolonging the brand experience. Plastics were reduced and materials replaced with FSC certified cardboard.
Today the packaging design manifest the brand as truly American sportswear with European sophistication – emotional and sustainable packaging that makes a stand for GANT and their customers across the globe.