ASOS Packaging: Art Direction

Taking the design lead on this project I was tasked with re-skinning the ASOS poly bag used for the majority of it's orders. We wanted to create an eye-catching and distinctly fresh wrapper that is true to the brand's connectiveness to trends. At the time, the original concept was to have an update every season to showcase a design swatch from the fashion team in keeping with the always evolving fashion palette, with a distinctly lo-fi application of the logo area which would remain through the cycles. The final design being a print design by Felicity Marshal, a pixel based repeat pattern used on knitted garments. It proved so popular and now so distinct that it has remained the original design since it's conception in 2014.