Stafford Basics
Photographer: Rudy Martinez
Model: Bryce Thompson
Client: Nick Wooster for JCPenney
Scope: Concept / Photo Art Direction / Package Design
This project was to redesign and repackage Stafford’s full-line of men's basics with the addition of new fits for packaging.
The goal was to evolve the look to an upscale masculine feel, infused with candid virile simplicity. Accomplished with natural lighting, black & white photography, and one model.
Photographer: Rudy Martinez
In-store back wall shows the full line of tees and underwear packaging.
New displays required the packaging to hang. We worked with engineers, packaging sourcing, and product development to transition to an all hanging program in-store. The ultimate goal was to add a sense of packaging newness, without disrupting customer loyalty.