CLIENT
JC Penney
DEPARTMENT
Home and Electronic
PROJECT
Group
DESCRIPTION
Manifesto is a conceptual private label owned by JC Penney. It would be a line created for young professional adults wanting to elevate their lifestyle as they mature into the ‘real’ world. The product line would include both home and electronic items, and would focus on educating the consumer on how the product would elevate their lifestyle as an addition to their household.
CONCEPT
The concept developed for this line revolved around the idea of education, as well as the pursuit of a collection. Each item within the Manifesto line would be numbered and as the consumer collects more and more of the products they add to their collection, and in a sense ‘build a manifesto’ of their own. The packaging would also focus on educational aspects of the product and it’s use—pointing out the benefits of it as an addition to the consumers life, and allowing them to imagine how it will help them manifest who they want to be. All the while the visual aesthetic is very upscale, clean and sophisticated.
