Providing design and photoraphy art direction for a new space-saving pack format in Women's thermals.
Target Australia's women's intimates merchandise team identified an opportunity to range more products within the thermals range in-store by changing the packaging format to a folded hangsell pack. The garments would be sold folded with photography on pack to show shape and fit, allowing for more packs to be presented on racks than the previous format.
The new packaging was based on the existing design route already in use across women's bras, briefs and socks, and introduced a new warmth indicator graphic along with refreshed photography.
As well as updating the packaging, the merchandise team were introducing two products to the range which required new photography. I was responsible for creating the photography brief going to the studio - covering everything from backdrop & lighting, to posing, hair & makeup - as well as art directing the shoot on the day. I then chose the final selects for approval from the Creative Director and briefed the production team on the retouching required to achieve the final image.