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Taylor Swift Packaging Hits a High Note

Package designs for Taylor Swift merch and other products feature images of the artist and borrow from her song writing.

Kate Bertrand Connolly

December 8, 2023

4 Slides

At a Glance

  • Watercolor-inspired graphics on Incredible Things fragrance cartons feature a line drawing of Swift and her silhouette
  • No text, not even Swift’s name or the album’s title, appears on the front of Swift’s “Speak Now, Taylor’s Version” packaging
  • Sparta soaps, inspired by Swift’s song/album titles and lyrics, are sold individually and in a collector’s pack

Taylor Swift, Time’s Person of the Year for 2023, is everywhere — including consumer goods packaging.

Swift’s appearance, together with her music, are key elements in her personal brand. Thus, her image and lyrics factor prominently in the package graphics for Swift’s own merch and for a select group of Taylor Swift-inspired products.

“Taylor has built a clear and defined visual brand over her career that she brings to life across her album artwork, merchandise product design, and overall aesthetic,” says Patrick Llewellyn, CEO of 99designs by Vista.

“There is also a tangible effort to maintain premium, high-quality packaging across [Swift’s] catalog,” he adds. “It elevates her products into coveted, almost collector’s item pieces for Swifties to treasure.”

Start the slideshow to see how the artist’s packaging team and others with Swift-related products, such as perfume and soap, infuse the essence of the artist into their package designs.

About the Author(s)

Kate Bertrand Connolly

Freelance Writer

Kate Bertrand Connolly has been covering innovations, trends, and technologies in packaging, branding, and business since 1981.

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