In summer 2024, Charli XCX released brat, kicking off "brat summer," followed by a remix of her song "Guess?" featuring Billie Eilish. Recognizing GUESS's time-sensitive opportunity, gifting box ideas, GUESS x brat promotional items, and strategic advertising angles were pitched and developed to align with this cultural moment.
Packaging Design, Apparel Design, Advertising
Charli XCX Gifting Package
Moodboard
Moodboard
The gifting box was designed to grab Charli XCX's attention and spark collaboration opportunities. Inspired by the iconic “Guess?” music video, it playfully references the underwear pile and song theme. Wrapped in GUESS underwear and filled with custom pieces for Charli, it combines cheeky humor with a personal touch.
Gifting Box
Merch
Merch
Initial Box Options
Initial Box Options
