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Danskin | Brand Identification

For years, photography had been used by Danskin to show the exact nature and use of different tights. This photography became dated quickly. Worse still, the strong equity of the Danskin name was lost on the confusing and busy package. Consumer research showed that most purchasers could identify the correct usage for the tights just from a descriptive name and that a swatch "window" for the fabric was highly valued.		Our new packaging features the Danskin name prominently displayed with secondary copy identifying the product inside. An enlarged "window" lets the consumer see the actual fabric. Smaller groups of related products within the line are color coded to each other and all packages share the same ensemble of Danskin "dancers", an item that scored high in consumer recognition tests.

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