Strategy
I wanted to bring what Albanese represents into the picture. Vibrancy, Albanese’s history & values, creativity, and consistency within the visual identity, and branding.
For the logo, I experimented with key values that Albanese holds, and played with symbolism representing such.
Composition Thumbnails
I wanted to bring what Albanese represents into the picture. Vibrancy, Albanese’s history & values, creativity, and consistency within the visual identity, and branding.
For the logo, I experimented with key values that Albanese holds, and played with symbolism representing such.
Overview
Launched in 2017, Goodfellow & Co. is Targets menswear and grooming brand that instills confidence with every wear. The brand is focused on efficiency through quality pieces designed to fit, so you feel good in what you wear, anywhere.
Package Dieline
I modified a cigarette-style box for the packaging.
Tech Pack
Flat Mechanical
The inside has a wooden pattern and a roof panel that greets the viewer when packaging is opened. The top of the lid also has a small acorn & leaf motif.
Product Photos
Photos of products were done in-person, and edited in Photoshop. Photos contain the use of AI to clean up minor things such as rough edges, or to add lifelike props into a scene.
An assortment of Goodfellow products.
Confident | Classic | Authentic
Clean | Relaxed
Key Values:
Previous Packaging
Flat Designs
Mockups
Product Features:
I added a travel-bag and marketed the set more like a travel or gift set rather than just a sampler set. The theme I decided on for the set was ‘Fragrant Woods’ because each scent was related to plants and/or trees.
The previous packaging felt rather clinical, and did not show off the attributes of the products: such as the quality glass bottles or showcasing the notes of the scents visually. I decide to change the box shape and design for more visual intrigue.
The ‘Fragrant Woods’ Edition Travel Bag
All Items Shown Inside Package
Back and Side Descriptions
