Free People Packaging Redesign

A redesign of Free People's shopping bag and gift card packaging. The shopping bag was designed to be reusable and illustrate the stores aesthetic. The bag was designed with the qualities of a Free People customer in mind: lace and beading indicate femininity, rope and burlap illustrate strength, the handwritten, stitched typography comments on independence and free-thinking. The peacock feather symbolizes integrity. Each gift card is packaged in a small seed packet with seeds included to plant and nurture, just as Dick Hayne grew Free People.