Lululemon 2020 Packaging Redesign
Packaging Design
Lululemon’s existing packaging (2020) was characterized by its typographic treatment, which consisted of inspirational quotes repeated in a bold, serif font to create a pattern. Their website, social media, and advertising campaigns at the time, however, all feature a much more sleek and minimalistic design that was predominantly white with red accents.
As opposed to the existing rounded bag, rectangular boxes were designed, pulling inspiration from the geometric style of Lululemon’s website.
Graphics for all of the faces were designed using predominantly white with red accents to match the brand’s current aesthetic. To maintain some elements of the original bag design, quotes were pulled from the existing bag and applied to select faces of the boxes.
The end product was a bag with durable nylon straps that would be just as reusable as Lululemon’s current bag. In addition, complementary packages were created to best accommodate the brand’s products, including a slide-out box to hold sweatshirts or t-shirts, and a tall box for water bottles or work-out accessories.
