Columbine Model for Packaging

An idea with legs.

The brief: make a weary fashion icon, iconic again. Columbine was showing her age. Although well known and trusted, the brand had a bit of an image problem. It needed a dose of high-end fashion styling, stat. First we took time to understand the audience and design for who they wanted to be. Our idea was to transform Columbine into a product that meant elegant, effortless beauty all over – not just hosiery. The decision to show the model whole, rather than just a nice pair of pins, was essential. This was about making woman look and feel amazing. Not just covering their legs. We used colour across the range to capture a sense of high fashion in an everyday item. Now Columbine can enhance not just how a woman looks, but how she sees herself. It’s more than a product description. It’s telling a damn good story.

Columbine logo graphic Columbine control tops packaging Columbine semi opaques packaging Columbine product range packaging Columbine logo graphic Columbine behind the scenes photography

"Inspired by both the pride of being New Zealand Made and the modern designs I had seen in Europe, I wanted something that was individual but also contemporary.  Knowing some of Dow’s work, I knew they were the company to take us there"

Alister Thorpe, Managing Director, Columbine Ltd