Our identity for the iconic New York retailer Saks Fifth Avenue appears on over 40 different forms of packaging, from jewellery boxes to hatboxes, and four sizes of shopping bags. The new identity references a cursive signature used by Saks in the 1970s that has been redrawn and placed on a black square. The square was subdivided into a grid of 64 smaller squares. The 64 tiles can then be shuffled and rotated to form an almost infinite number of variations. No two are alike, yet they all go together to form a cohesive packaging programme.
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