Mus Design & Branding MUS PACKAGING by Leo Burnett Paris

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MUS PACKAGING

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Industry Clothing
Media Design & Branding
Market France
Agency Leo Burnett Paris
Creative Director Marc Fauvel
Designer Florian Gounaud
Released February 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: MUS
Product/Service: MUS
Agency: LEO BURNETT FRANCE
Date of First Appearance: Feb 25 2011
Entrant Company: LEO BURNETT FRANCE, Paris, FRANCE
Vice President/Creative Director: Guillaume-Ulrich Chifflot (Leo Burnett France)
Creative Director: Marc Fauvel (Leo Burnett France)
Designer: Florian Gounaud (Leo Burnett France)
Account Director: Claire Tanguy (Leo Burnett France)
President: Myriam Ullens (MUS)
Marketing Manager: Ysaline Grangé (MUS)
Media placement: Packaging - L'Eclaireur - December 2010

Describe the brief from the client
Mus is a new luxury clothes brand for exceptional women who want to feel elegant and comfortable when they travel. It is a brand that uses cashmere as its main material.

Describe the challenges and key objectives
The objective was to create a very distinctive packaging design for the most expensive pieces in the collection.

Describe how you arrived at the final design
Using travel as our focus, the packaging was designed as an hybrid between bags and suitcases, but also to create a unique selling ritual.
Because cashmere is so delicate, each piece of clothing is not folded but rolled delicately by the salesperson in a silk-coated paper with the logo printed on it.
It is then inserted into a tubular box that adapts perfectly to this form, ensuring that the clothing is not creased.

Give some indication of how successful the outcome was in the market