To strip out the unnecessary, go back to DNA,
understand from where Ray-Ban once came.
Redeﬁne existing preconceptions and
build the new on old, ﬁrm foundations.
Whilst the Ray-Ban case is central to the
brand DNA the outer packaging is currently
not holding the same value. Our main priority
was to generate conceptual packaging that can
be realised to be as iconic as the glasses
and case themselves. We aimed to maximise
the brand experience, injecting revelation
and a sense of value whilst fulfilling all
key considerations, logistics and
Concept & Art Direction