My concept revolved around the phrase
“Unity in Diversity”
As Debenhams has such a rich legacy of being British multinational retailer who has had a successful run of 18 years in the U.A.E, I wanted to celebrate this fact by using the packaging as a marketing tool
My concept revolved around the phrase “Unity in Diversity” As Debenhams has such a rich legacy of being a British multinational retailer that has had a successful run of 18 years in the U.A.E, I wanted to celebrate this fact by using the packaging as a marketing tool!
I took the most iconic cultural icons of Emirati and British culture, for example, the iconic Emirati sandals and the British brogue shoes, and made them come together by the creative use of metallic inks!
With an ever so expanding environmentally conscious Emirati society, the use of brown paper will pique their interest and make Debenhams an environment-conscious firm. The use of brown paper also links all of the packaging together.
Here I used the Emirati Sandals and the British Brogue shoe in one shopping bag, and the Arabic Dallah and the British Kettle pot in the other shopping bag.
Where both of them have each cultural symbol on top of each other and has metallic gold ink on each, respectively so it stands out. Both sides of the shopping bag have the same artwork but the metallic ink alternates between each cultural symbol.
A strip will be placed inside the bag to hold the hoop, as to carry the shopping bag.
The brown paper will be 100 gsm.
Shopping Bags
Wrapping Paper
Here I used the Emirati traditional ghutra and the iconic top hat and made a pattern out of the same.
With Debenhams being a renowned department store, the top hat and the turban reflect what you can expect to find there!
The wrapping paper will be 100 gsm so as to be foldable and easily wrappable.
Here I decided to go with a particular theme, “Father’s Day,” and illustrated a man in a ‘kandoora’ primarily Emirati traditional wear for men, who is wearing a tie, a very British man accessory!
Here the tie will be die-cut to show the pattern of the tie. The cartoonish illustration will have a varnish to it as to emphasize the printing techniques used and to reinforce the premium quality of the same.
The box inside will have a pattern of ties in gold metallic ink, white ink, and black ink on brown paper. which gives it a very premium feel.
The box will be 450 gsm to be sturdy enough to hold the tie and give a premium feel
