Client: Yakers
Exposition: Pitti Immagine, Italy

For a new Italian clothing brand ‘Yakers’, I developed a packaging that was based on the principles of Yakers. This packaging was exposed at the Pitti Immagine fashion fair 2009 in Florence.

Yakers’ is a brand inspired by russian planes of the Seventy’s. At that time these planes were used as training planes for russian army, nowadays aerobatics are being made with these planes by a team of italian pilots. During my internship at Tecnoblu in Blumenau (Brazil), I designed two packagings for Yakers that were exposed at the Pitti fashion fair 2009 in Florence.

The design of the packaging was based on the brand values of Yakers, that consist of the feeling of being connected to the world of flying for fun, a mix of adrenalin, fun, awareness of your limits, confidence in the plane and many skills. The other aspect concerns the construction and behavior of the plane itself: analogicity, simplicity, reliability, direct connection between a command and the reaction, honesty and predictability of those reactions, and a very tangibile concreteness of materials.

In the packaging design shown on this page, you these values shown in the way the packaging is presented to you. At first it is displayed as the rubber Yakers label onto your piece of clothing and when you buy the piece of clothing this same label can be unfolded like a parachute after which the packaging appears.