The UK department store, Debenhams, has long been the premier upscale shopping destination with 178 locations across the UK, Ireland, and Denmark. Debenhams wanted a facelift to their private label men's and ladies gift brand, GADGET SHOP. We focused on designing the "G" into a strong icon with a modern retro feel.
Concept 1 used the G as a label seal that would wrap over the top of the package. The subtle, clean, geometric pattern background helps to modernize the overall perception. The yellow frame and sides help to brighten and keep this from becoming dark and negative. The yellow product descriptors at the bottom, help to balance the label at the top.
A variation on concept 1, moved the geometric background to the sides and kept the packaging front clean and upscale.
Concept 2 moved the G to the side into a horizontal format allowing for more emphasis on the Gadget Co name. The warm yellow and golden hue accents are applied to the organic geometric pattern for a more contemporary feel.
Creative Director: Mark Huntoon
Art Director: Stephen Foster
Photographer: Eddie Berman