Apologies for going all Puma on you, but I could not refrain from posting this cheeky packaging design for Puma Bodywear.
Designed by GBH Design, the packaging features some ab and eye-friendly body candy on the front, with a little inner surprise on the back. I love the humour of these designs and also how well they encapsulate the brand – a mix of body devotion and athleticism, tied in with not taking themselves too seriously (thank god). A bit of a naughty poke to the antics and exploits of Calvin Klein, beautiful bone structure included, but good on the inside too.
The work made it onto the “shortlist” for brand packaging during the 2008 Design Week Awards in London in December 2008. What do you think?