X FRESH BRITAIN
乐其包装设计
Packaging Design
Individual Project
2024
通过研究，我发现为了吸引更年轻的消费者，CLARKS 近年来不断扩展产品线，并推出更符合潮流趋势的子品牌和系列。然而，这种策略也在一定程度上削弱了品牌原本清晰的核心形象。CLARKS 主线仍然以传统、经典的鞋履为主，而部分子系列则更加偏向年轻、时尚和潮流化的风格，因此不同产品线之间逐渐产生了明显的品牌定位差异。
为了重新建立更加统一且清晰的品牌形象，我们选择了 “纯真者（The Innocent）” 作为新的品牌原型。“纯真者”原型强调简单、可靠、安全以及轻松自然的生活方式，这与 CLARKS 一直以来所传递的传统价值较为契合。基于这一原型，我们首先重新定义了品牌的目标消费群体。
研究显示，Z 世代（Generation Z） 是当代时尚市场中的重要消费群体，同时也是时尚消费和服装浪费的重要参与者之一。因此，我们希望通过品牌策略引导年轻消费者重新思考自己的消费习惯，并建立更加可持续的时尚观念。在包装设计方面，我重新设计了鞋盒，使其在完成原本的包装功能之后，还可以继续作为鞋架或收纳盒使用，而不是在购买后直接被丢弃。这样的设计不仅能够减少包装浪费，也希望鼓励消费者重新思考材料再利用的可能性。
Through my research, I found that CLARKS has expanded its product range in recent years and introduced sub-brands and collections that respond more closely to contemporary fashion trends in order to attract younger consumers. However, this strategy has also made the brand identity less consistent. While the main CLARKS line still focuses on traditional and classic footwear, some sub-lines adopt a much younger, more fashion-driven and trend-focused style. As a result, a clear gap has gradually emerged between the positioning of different product ranges.
To rebuild a more coherent and recognisable brand identity, we selected “The Innocent” as the new brand archetype. This archetype represents simplicity, reliability, safety and a relaxed, natural way of living, which closely aligns with the traditional values that CLARKS has long communicated. Based on this archetype, we first redefined the brand’s target audience.
Research also shows that Generation Z is an increasingly important consumer group within the contemporary fashion market, while at the same time playing a significant role in high levels of fashion consumption and clothing waste. For this reason, we wanted the brand strategy to encourage younger consumers to reflect on their consumption habits and develop a more sustainable attitude towards fashion. As part of the packaging design, I redesigned the shoebox so that it could continue to be used after its original packaging function had been fulfilled. Instead of being discarded immediately after purchase, the box can be transformed into a shoe rack or storage box. This helps reduce waste while encouraging customers to think more creatively about reuse.
This approach not only helps reduce packaging waste, but also challenges the common perception that packaging is simply something to throw away. Rather than focusing only on the use of environmentally friendly materials, I wanted the structure and function of the packaging itself to encourage consumers to actively participate in material reuse. By extending the life of the shoebox and integrating it into everyday use, the design invites users to reconsider the relationship between packaging, products and more sustainable patterns of consumption.
The shoebox design was selected by the brand for inclusion in its official archive, recognising the concept as part of the brand’s design legacy.
© 2024 CHEN SU, CLARKS and
FRESH BRITAIN. All Rights Reserved
X FRESH BRITAIN
乐其包装设计
Packaging Design
Individual Project
2024
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