In keeping with HUE’s desire to innovate and evolve, the brand wanted a refresh for 2 of their leggings categories come spring.
The first order of business: A stylish new look and a simplified approach to dressing based on the consumer’s day to day. Segments of Life was born when we created a unique hybrid-design packaging system for key lifestyle occasions—work, play, and travel. Stylized fashion illustrations meld with photographs of each purchasable piece, creating a one-of-a-kind look—with each high-impact visual art-directed like a photoshoot to capture that distinct HUE body language. Meanwhile, segment-defining callouts, key benefits, and fit and functionality details enable the consumer to quickly and easily navigate her needs whether online or in store.
The second challenge: How to celebrate a first-of-its-kind product launch—two-in-one leggings? First, we named the product, Reversibles, inverting the second E to play up the idea. Next, we shelved the traditional sleeve and, instead, elevated the packaging by creating distinct waistband riders and hangtags. Reversibles hangtags and pocket riders feature an embossed logo for a premium look, a graphic numerical treatment and tagline supporting the 2 in 1 concept, and stylized illustrations of a fashionable female duo, each showing off one side of the leggings.
HUE Leggings
Packaging
The fashion trend of mothers and daughters wearing coordinating, twinning outfits, commonly known as "mini me" style, is expanding and turning into a lucrative market. HUE acknowledges the popularity of moms and daughters wearing matching clothes and plans to make smaller sizes of their best-selling items since anything pint-sized has a strong, heartwarming appeal.
To attract to Generation Z females, the brand HUE Girlz was launched. What better pairing could there be than fusing HUE's bright and spirited aesthetic with a fun and playful new packaging design that incorporates the fanciful mini-me fad?
HUE Girlz
Packaging
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Hue is an O.G. sock brand and continues to refine its approach. Of the many sock packaging projects we worked on, one recent initiative was sustainability. In an effort to improve their footprint and yours, HUE partnered with Repreve to blend plastic-bottle-flake fiber with their own super-soft fabric. We named the socks EcoSport and EcoWool and told their mini origin stories in bold graphics and playful copy using soy ink on recycled paper—making sure the consumer knew that eco-consciousness didn’t mean skimping on performance-driven functionality.