Private Brand design and innovation is an evolving discipline and more often than not an un-achieved dream for American retailers. As the discipline evolves it is nice to see students and schools testing the waters and pushing the boundaries. This Private Brand re-imagination project from Vinh Pho a design student from Art Center College of Design in California was featured on the Fast Company’s blog Co.Design.
Pho’s project takes automotive parts retailer AutoZone’s Private Brand packaging and repositions it as modern and aerodynamic while avoiding the traditional cues and clichés of automotive supply packaging. The aggressive angles, starbursts and in your face ALL CAPs are replaced with simple, stylish modern design that embraces the masculine side of auto repair while engaging the “Method” inspired feminine side.
Would this engage the female consumer?