GANT was founded on a strong yet simple idea; to be bold and never stop learning. A conviction that has led the way since 1949 when GANT was founded by Bernard Gantmacher in the college town New Haven, Connecticut. At that time the current color on male shirts was white. GANT challenged the status quo – and thus the multicolor Oxford shirt was born.

The packaging design and Instore material was perceived as impersonal and held back, not in line with the brand’s values; innovative, passionate and authentic. Our task was to enhance the brand experience through packaging design and carry the brand’s heritage in a modern setting. More specifically we created a structural design system of shopping bags, accessory packaging, gift wrapping and e-commerce that boost the shopping and unboxing experience.

Our idea was to flirt with the IVY league heritage, sophisticated and modern with an element of surprise. Our signifier is hand woven bands, striped in different colors inspired by IVY league schools, connecting the packaging with the clothes – prolonging the brand experience. Plastics were reduced and materials replaced with FSC certified cardboard.

Today the packaging design manifest the brand as truly American sportswear with European sophistication – emotional and sustainable packaging that makes a stand for GANT and their customers all over the globe.