Westwood
Brand Identity &
Packaging Design
2023
This project is a brand identity and packaging design for a prospective subscription box for men that delivers exclusive, limited, and small-batch products from emerging small businesses. Each subscription box is inspired by iconic men throughout history who embody the spirit of each box’s themes.
The Opportunity
The objective of this project was to create a comprehensive visual brand identity for a high-end crafted subscription box for adult men that delivers exclusive, limited,
and small-batch products from small businesses. The membership boxes span various themes, from fashion
products to specialty boxes crafted for home
cooks, outdoors enthusiasts, writers collecting journals and books, and more.
The ProcessThroughout the design process, I spoke with a number of individuals in the target demographic in order to gain insight about their habits and preferences, which helped influence the themes and visuals of each box. From speaking with the target audience, I concluded that the subscription service may benefit from appealing to the aspirational propensities of a male audience, drawing on qualities commonly desirable to adult men—things like strength, courage, creativity, and intelligence.
Initially, this inspired the idea to create archetypal personas with which could identify and relate.the male subscription recipients However, after further ideation, it became clear that including allusions to existing icons would help the brand resonate with the target audience more than inventing new personas.
Whether fictional or real, iconic men throughout history and pop culture who exemplify these qualities have gained the respect and admiration of men of all ages, establishing themselves as role models and heroes. In considering this, the concept of boxes directly inspired by these exemplary men began to emerge.
The Solution
To maintain a mature, masculine, and high-end tone for the brand, the boxes needed to be based on real icons selected from both historical and modern contexts. This grounds the brand and gives it a sense of credibility.
Some of the icons who inspired the boxes include John Coltrane, William Morris, Roberto Clemente, Ernest Hemingway, and Clint Eastwood. Alongside themed products from small businesses, each box would include a card featuring a description of the icon and his unique significance. This reinforces the historic aspect of the box and provides a concise informative experience.
The name of the subscription service alludes to the name of one of these exemplary men—Clint Eastwood—yet alters his surname to represent how each box is specifically customized for each recipient. This yielded the name “Westwood.” The brand tagline is, “Inspired by icons, tailored for you.” This clearly communicates the historically-based theme and the ability to customize each package.
The color palette is drawn from various textures and fabrics to carry the feeling of a more immersive, luxurious experience by evoking sensory elements. The extended typeface used for the main wordmark establishes a bold and masculine yet minimal tone.
Another identifier of the brand is the use of each icon’s signature on their respective boxes. This reinforces the personal tone of the package. This would appear on the outside of the mailer boxes, informational cards, labels on the interior packaging, and other subtle elements. To contribute another sensory component to the unboxing experience, the mailer boxes would feature embossed outer packaging.
The brand would be present on social media—specifically Instagram—in order to reach the target audience of young adult to middle-aged men. Posts would focus on conveying the brand’s tone through curated images as well as informational posts about the icons for each box.