42. WINK
When you’re young, jeans aren’t just a wardrobe staple—they’re an extension of your identity. It’s the sentiment that Wink designers needed to reinforce to American Eagle shoppers. “People are making choices about what they’re going to wear every day,” says Richard Boynton, a partner and designer. “The target market wears the same pair of jeans two or three times a week.” And all this use makes consumers attached to the way a particular pair of jeans hugs their curves or frays slightly on the back left pocket.

Wink communicated this emotional connection by creating in-store posters that resemble journal entries or personal collages. The copy came from real customers, but Boynton made it come to life with doodling, handwriting, and snapshots. These jeans love notes also needed to make the American Eagle brand a high-priority. When Wink’s designers received the images, they were struck by how much individual product shots resembled the letter A. A single pair of jeans paired with an E—created from an image that represents the customer—completes the memorable brand reference.
Michelle Taute