Juicy Couture™ founders Pamela Skaist-Levy and Gela Nash-Taylor were expanding from contemporary casual wear to a more couture positioning. In support of the high-fashion redefinition, Juicy collaborated with Mattel™ to create a pair of dolls representing the duo's new attitude. Mattel's tony Collector Division brought me in to design the packaging and related graphic materials.
I meet with the glamorous Pam and Gela and take many photos at the boutiques to learn all I can about the
Juicy aesthetic. Did you know that Juicy Couture combines the sensibilities of Punk Rock, the English aristocracy,
a French bordello circa 1960... and a candy shop? All of these dimensions of the whimsical, high-fashion brand
are brought to bear on the graphics.
Juicy Couture clear outer carton is screened with a mint pink floral pattern. Side windows depict Juicy's signature
pink knight and a tall, footed glass jar, into which are glued individual candies emblazoned with words like
"Couture", "Love", "G&P" and "Choose Juicy". Logo is embossed in a shimmery gold foil.
Finished carton. Between the dolls, a tiny bottle of Juicy Couture Perfume for Women™ sits atop a stack of
signature pink and chocolate-striped cartons, on a golden pediment. Collector Dolls were sold in
Juicy Couture Boutiques internationally. Defend Your Couture!
