Conceptual packaging based on the title "PHAT."
ART DIRECTION: Paul Sheriff
PHOTOGRAPHY: Austen Hart
For this project I was given the title PHAT, and the products had to be advertised as the miracle modifier for eradicating poverty, pulverizing discrimination, and obliterating ignorance. Research showed that Phat in Vietnamese can be translated to Buddha. Moreover, the buddhist ideals resembled the skin care line’s campaign. This packaging is guided by rich photographs of vietnam, and traditional vietnamese patterns. These aesthetics are combined to give the packaging a modern, pan-asian design.