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Karl Lagerfeld Barbie Packaging

My Role: Packaging Design, Graphic Design, Concept Development, Art Direction

Team: Michael Sawina, Kambiz Betaharon (Engineer), Robert Best (Doll Designer), Zlatan Kusnoor  (Video)

Develop a premium packaging design that celebrates the  partnership  between Karl Lagerfeld and Barbie working together to develop a one of a kind exclusive Karl Lagerfeld Barbie.

My solution for the design of the Karl Lagerfeld Barbie package was to use premium materials along with an interesting structure that highlights the beauty of the doll. I was inspired by the expensive look and feel of black plexiglass, and decided to laser cut the Karl Lagerfeld logo with this material. I used a clear blister behind the doll, which allows for a 360 view of the products.

Public Response
This Barbie sold out in less then a minute on Barbie.com. She received millions of media impressions around the world. The packaging design won a Dieline and GDUSA award. The original purchase price point of the Barbie was $200 but due to the overwhelming interest for the doll it is now being re-sold online at an average price point of $3,000.

Initial Sketches
Below are initial packaging concept sketches that I developed.

Refined Sketch
Below are more refined packaging sketches, which were used to sell in my ideas during approvals.

Video Pitch
This was a video pitch that was sent to Karl Lagerfeld and his team in order to show them two packaging design concepts that were the strongest. The  chosen concepts featured within the video were named Elegant Angles and Lenticular Duality.

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Michael Sawina Design © 2021