Source: youmark.it
The clothing store GU has launched the Care Label project, featuring redesigned and personalized labels with touching messages for family and friends.
At first glance it looks like a normal label / sticker that gives instructions for washing the clothes, but after a closer look you can recognize different personalized love messages that are expressed through symbols.
Pop-up booths were installed at various GU’s stores, inviting consumers to come to the store and write down their message, then create their own label on the purchased clothing for free.
GU Care Label was launched two weeks before the Spring Festival, an important event in China, on which 290 million people in China are returning to their homes to meet with their families and friends.
The project has already received numerous criticisms as well as positive comments. The brand also extended the duration of the ceremony, promoting love and unity, and breathing life into an alternative form of communication and marketing.
