This is a digital box design for a home paternity test kit from NJ/NY DNA. The client wanted a design that was consistent with the previously designed NJ/NY DNA logo, but also something not geographically specific. I chose the name Gene for its simplicity, memorability and double-meaning as both a thing and a person's name. The implied personification could be useful in future incarnations of the design or related websites, while the tagline "it's who you are" is intended to appeal to the human desire for self-knowledge, as DNA literally defines our biological identity and our relation to a child or parent.
