The objective was to design various Converse packaging that embodies the spirit of self-expression, and captures the attention of the teen demographics.
Converse is an expression of individuality for many teens (a core demographics for the brand). All of the packaging integrates design elements from Converse sneakers. Furthermore, the shoeboxes builds on Converse’s “Made by You” campaign by integrating sugar skulls and the Day of the Dead designs, which have become an artistic expression for many teens around the world.
"Shoes keep it clean, sneakers get dirty."
"This campaign (Made by You) speaks to us wanting to celebrate self-expression around the world." -Ian Stewart, VP-global marketing at Converse.