Macy's
Packaging, Brand Expression & Product Photography
Blue Couch Marketing partnered with Macy’s to lead large-scale packaging and visual expression initiatives across fragrance, beauty, and skincare categories—delivering packaging systems, seasonal storytelling, and product photography at national retail scale. The work spanned seasonal programs, giftable formats, and exclusive product collections—requiring close collaboration with internal marketing teams to ensure creative alignment across packaging, photography, and brand storytelling.
Brand & Packaging Leadership
Our work spanned a comprehensive range of packaging initiatives, including fragrance sampler sets, skincare kits, beauty collections, and custom cosmetic bags. Each project was designed to align seamlessly with Macy’s broader brand strategy while allowing individual product stories to shine. From structural packaging to graphic systems, our team ensured consistency, clarity, and premium appeal across every consumer interaction.
In a standout holiday collaboration, Blue Couch Marketing designed and illustrated Macy’s 12 Days of Scent Advent Calendar. Drawing inspiration from the iconic Macy’s Herald Square building, we created a whimsical, highly detailed illustration that transformed the calendar into a celebratory experience. The result was a festive, emotionally resonant design that blended nostalgia, discovery, and brand heritage—bringing holiday storytelling to life through scent.
Fragrance
Beauty
Product Photography
Our team also led product photography for Macy’s “Created for Macy’s” fragrance and beauty collections. With a focus on texture, detail, and packaging craftsmanship, we produced imagery designed to translate the sensory experience of fragrance and beauty into a compelling digital environment. The photography aligned with Macy’s visual standards while enhancing desirability and engagement across e‑commerce and marketing channels.
