American Eagle Outfitters enlisted 160over90 to concept and design their denim packaging. The goal was primarily information design. The AE customer tends to find their favorite style of fit for a jean and purchase it in a variety of different washes. Our main objective was to create a unique packaging system that was visually enticing while remaining extremely functional. The tags had to clearly state the style of fit, but also other details such as the wash and additional embellishments. We also needed to consider all of the labels that attach to the jean, including stickers, leather labels, interior cloth labels, etc. and make sure they worked together systematically.

We created two concepts. The first was meant to be very tactile, utilizing long pieces of printed cloth to stand out on store fixtures and denim walls within the store. These cloth labels were bright with large type displaying the style of fit for that jean, with additional cloth labels attached to display size and wash details.

The second concept drew inspiration from military trends. We used raw looking recycled paper labels that would be attached to the jeans using a brass pin that mimicked the look of a rivet button on the fly of the jeans. The brass pin could be removed after purchase and stuck to other products, such as shirts and jackets, reinforcing American Eagle Outfitters reputation as the leader in quality denim jeans.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Dan Shepelavy; Art Director: Adam Flanagan