Art Direction, Brand Design & Development. Artifacts for connection.

A person wearing a black coat carrying a large structured shopping bag with the word 'PLENTY' printed large in white. The person is standing against a neutral background.

Plenty
Rebrand; Packaging
Industry: Fashion
Project by Arithmetic

Fashion retailer Plenty has been championing creativity since 1990— their complete rebrand is a signal of shifts, within and for their community; a celebration of expression and inclusivity, and change for the good. The new packaging suite is plastic-free and made from recycled and recyclable paper, with consideration for the full lifecycle.

Plenty’s shopping bag is a luxurious tactile experience constructed from thick uncoated FSC certified paper and wide gros grain cotton ribbons for strength. The bag's inner lining is a collage of symbols for meaning making—inviting conversation about change, creative expression, identity and inclusivity. Another collage is spread across a custom wrapping paper, sealed with a textured embossed logo sticker. Both bag and wrap are designed for reuse as art prints or gift wrap; and ribbons as hair accessories before recycling in textile streams.

The brand suite strategically builds awareness of the new identity through reinforcement of the new logo and rich black. In addition to the new bag, the suite includes a set of collectible postcards, gift cards, custom dielines for a gift card envelope and earring and necklace cards, hangtags, business cards, custom seal stickers, e-comm mailers, and packing tape.

AWARDS [Awarded to Arithmetic]
Pentaward Bronze, Packaging Brand Identity, 2023
GDUSA American Graphic Design Award, 2023

Project Credits: Creative Director: Margherita Porrà. Art Direction: Margherita Porrà. Brand Strategy & Brand Design: Margherita Porra. Lead designer: Margherita Porrà. Designers: Sydney Mak, Rachel Sanvido. Illustration: Margherita Porrà. Support Illustration: Sydney Mak. Client & supplier Management: Elizabeth Vegh, Brooke Rosales, Sydney Mak. Market research & strategy: Elizabeth Vegh, Margherita Porrà.

Role: Design, Support Illustration, Client & Supplier management, Social media strategy & design, Hoarding design, Warehouse Sale ad design.

2023 Shopping bags, paper wrap, seal sticker, postcards, gift cards, social media, mall hoarding, warehouse sale ads.

View inside a printed paper shopping bag with handles, showing a collage of abstract shapes and floral cutout images on a light cream background and a bottom panel that is black with 'PLENTY' in bold white letters.
A black and white image of a structured black gift bag with white handles, displaying the word 'PLENTY' in large white letters on the front, set against a light background.
A paper wrap with collage artwork showing a large flower with petals resembling a tulip, a statue figure, and abstract shapes with floral photos inside. A black top with many thin strings lays in a pile on top.
Black paper-textured vertical rectangle label with the word 'PLENTY' in bold white letters, on a paper wrap with collage artwork including a classical male statue with female statue legs and a strip over the eyes, with scattered abstract shapes.
Black shopping bags with white handles and the word 'PLENTY' printed on them, one larger and one smaller, along with a roll of black rectangle textured stickers reading 'PLENTY' in white. All on a white surface against a white background.
Arrangement of a cream coloured gift card envelope with 'PLENTY' printed on it, a black gift card with 'PLENTY' in bold text on it, a gift card showing the back with information.
A collage-style artwork with the word 'PLENTY' in bold white letters on a vertical black textured paper sticker, an image of Michelangelo's David with a strip over his eyes, and abstract shapes and textures.
Four printed materials arranged on a white surface, including illustrations, text, and photographs, with motivational and artistic themes.
A hand wearing a black fingerless glove holding a small card with a black and white drawing of an old man on the front, featuring the word 'PLENTY' in bold letters, against a plain light-colored background.


SYDNEY MAK

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