Creating rough design ideas for redesigning of luxury packaging - 20/02/2023

Creating rough design ideas for redesigning of luxury packaging

Daisy Jackson / 20/02/2023

After researching into both brands Ralph Lauren and Canada Goose, I believe I have enough information regarding sustainability and so forth to proceed forward with the design process.

Here are my ideas:



With this one, focusing on Ralph Lauren and Canada Goose, this idea can apply to both brands but obviously only one idea will fully go forward. The idea behind this is to promote the various United Nations sustainability goals that these brands achieve and promote them in an illustrative way on the packaging. The packaging will be made out of corrogated cardboard and will use luxurious colours. The front will have the brand's logo followed by an illustration which reflects their work on sustainability. The back will do the same and provide various information. On the inside will be another illustration which can be then folded out as though it is a poster.

I could also make this into a stand where there is one design on the front and another on the back which the customer can switch between or if they do not like one design, they can display the other.

Canada Goose

This design would involve PBI as well as other various partnerships.

Ralph Lauren

I would focus on the Earth Polo and Pink Pony.


This design is slightly more complex as it is essentially a 5 in 1 coathanger design. The coathanger is a sliding mechanism so the customer can decide whether they want to reuse the packaging for this use or not. Inside will be able to fit roughly three rolled up shirts, socks and underwear - essentially plannig your outfit for the day.

On the inside once purchasing will be the shirt. I am debating whether this shirt will be inside a cotton reusable bag as this encourages reusability. Underneath the shirt will be a cardboard divider that has been flattened to its side. This can then be moved up in place for the multipurpose use of the 5 in 1 coathanger. 

On the inside will be an illustration exclusive to the brand itself - promoting the United Nation's sustainability goals which the brand achieves. The same applies to the front and back followed by information regarding these partnerships and so forth.



With this idea I wanted to think outside the box - literally. Rather than a plain simple box, I would make an igloo. This applies to the PBI partnership with Canada Goose and would promote their contributions to Polar Bears. I feel like this would be a very interesting design concept.

Is it luxury though? Well it can be. I would make this a gold and black igloo. Mostly black with gold highlights for detail. On the panels would be information which informs the customers about the associations and their contributions to sustainability.


For this design, I wanted to go with an Earth theme for Ralph Lauren. I noticed for their LGBTQ+ line, they made their logo rainbow coloured. Having an Earth coloured logo on the front followed by other interesting illustrations on the back and inside would be really interesting.

Next steps?

I will develop these ideas further and research into ways I can illustrate the packaging. I will make a professional and high quality design sheet which will contribute to the midpoint presentation as well as hand in. 

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