Our identity for the iconic New York retailer Saks Fifth Avenue appears on over 40 different packages, from jewelry boxes to hat boxes and 4 sizes of shopping bags. The new identity references a cursive signature, utilized by Saks in the 1970s, that has been redrawn and placed in a black square. The square was then subdivided into a grid of 64 smaller squares that can be shuffled and rotated to form an almost infinite number of variations. No two are alike, yet together they form a cohesive packaging program.
