Case Study:
Modern. Confident. Iconic Packaging. Embracing Life and Empowering All in the World of DKNY
It all began when DKNY approached us to create a special edition shipping box—an opportunity that opened the door to a broader packaging collaboration. From there, we embraced unique challenges, including sustainably sourced paper, high recyclability, and achieving solid white prints on black paper.
About Our Client
DKNY launched in 1989 and has embodied the essence of New York City ever since. Originally inspired by Donna Karan’s vision of designing for the modern woman on the go, DKNY started with a focus on utility and purpose, quickly evolving into a global lifestyle powerhouse. Blending energy, attitude, and functionality, a contemporary fashion brand was created.
Key Objectives
DKNY embraces the authentic street style and dynamic spirit that define both the city and its wearers, ensuring that the brand is not just worn, but lived. A brand may continue to reinvent itself, and so does its packaging. The challenge was to take a well-known logo, keep it original, and make it eco-friendly without compromising the style.
About The Collection
The Little Black Bag: DKNY’s modern black bag combines elegance and durability, reflecting the brand’s bold identity. Made from deep black beater-dyed paper, sustainably sourced, and featuring a vertical minimalist white hot-stamped logo along its height, on the front and back. The refined white cotton handles added both sophistication and strength, creating a sleek, high-end shopping bag that enhanced the overall DKNY brand experience.
Reinventing the Gift Box: DKNY’s Folding Gift Box enhances its elegant black shopping bags by using deep black paper, again sustainably sourced and featuring a bold white logo, which together create a cohesive brand experience. Designed with innovation and sustainability in mind, the box is magnet-free and includes cotton tie closures, making it an eco-friendly alternative.
The Accessory Extension: DKNY’s White-on-White Branded Tissue adds a subtle yet sophisticated touch to their packaging collection. Featuring a repeating logo print, this elegant tissue enhances the unboxing experience, whether paired with chic black shopping bags or eco-friendly folding boxes. As a versatile packaging accessory, it reinforces DKNY’s bold branding while capturing the essence of the style of New York City.
The experience we had with DKNY is the kind of partnership Prime Line values with every client. We didn’t just enjoy working on the products—the people behind the brand made the collaboration even more rewarding. With strong support on both sides, every step of the process was seamless. The DKNY collection remains one of our all-time favorites.
Bold Branding
DKNY’s logo has always embodied boldness and modernity – rooted in the city of Gotham, with a style that is unmistakable. Their signature black-and-white branding not only sets them apart in a city driven by innovation but also in one defined by sophistication.
