Creative Direction, Packaging Design for GANT

Gant is a Swedish clothing and lifestyle brand of American heritage launched in New Haven in 1949. In 2011 Gant wanted to rerelease their underwear line and we where asked to do a complete new packaging solution and design.

“We are proud to say that we now have one of the absolutely best packagings in the market, which also has been acknowledge by the market.” Peter Klagsmark, Gant

We faced a huge challenge when we started the development of the new GANT Underwear packaging. In a very cluttered market, we needed to find a packaging that feels unique and attractive, and still fulfils many more and important criteria. For men’s underwear the packaging is a large part of the product, since this is how it is displayed in the stores.

The packaging needs to be both selling and attractive, but still follow some of the industry standards which you cannot stray too far from. It also needs to reflect the uniqueness of the GANT brand and lifestyle.
We believe that we have achieved all of the set goals with our new packaging, and we are very satisfied with the work that The Brand Union has done for us. They quickly saw our needs and understood the brand’s uniqueness and lifestyle immediately.
We are proud to say that we now have one of the absolutely best packagings in the market, which also has been acknowledge by the market