PUMA x KID SUPER STUDIOS - CLUB WORLD CUP JERSEY PACKAGING
To kick off the Club World Cup, PUMA teamed up with KidSuper Studios to produce unique jerseys for each qualifying club. Knowing KidSuper’s work, and after seeing the jerseys, my first thought was: these are works of art.
For consumers buying the jersey with packaging, we (PUMA Brand Design, Labelling & Packaging, and PUMA Football) took that idea and created a concept that frames each piece like artwork, elevating the product into something you would want to display at home.
Above is a shot of the full set, and below is a close-up of Manchester City’s jersey packaging. What you see for Man City was carried across all clubs: BVB, FC Salzburg, FC Hilal, Monterrey, Mamelodi Sundowns, and Palmeiras.
A great project!
Each jersey came with an outer protective box, with two holes on the bottom to help push the inner frame out. Inside, the frame comes in two parts. The top part is removable and has a plastic sheet to mimic glass and the bottom part features the stand which is on the backside.
An important detail - All of the boxes are frames for the jerseys. On the backside of the inner box, there is a stand, so the jersey can sit upright for display.
A small instruction card which on the front side "This jersey is a work of art, let's frame it."