Pop Top- Marina DAtri

the problem

The fashion industry produces excessive waste due to single-use plastic and cardboard packaging. Many brands prioritize aesthetics over sustainability, leading to environmental harm and disposable packaging. Consumers, especially eco-conscious Gen Z and Millennial buyers, seek brands that align with their values of sustainability and artistic expression but struggle to find options that merge both seamlessly. Most eco conscious artists want to showcase their artwork but can't do so without ethical packaging practices.

The Product

Pop Top delivers artist-designed clothing in reusable paint cans, replacing wasteful plastic and cardboard packaging with a functional, collectible, and sustainable alternative. The paint cans serve as reusable storage, turning packaging into a part of the experience, aligning with pop art nostalgia and sustainability-focused consumers.

Thesis Statement

Pop Top blends sustainable packaging with bold artistic expression, offering clothing designed by featured artists in reusable paint cans. Each month, a different artist is highlighted, celebrating eco-conscious creativity while reducing fashion industry waste.

Research

From 75 person survey responses through Google Forms by asking people about product packaging. To collect many responses, I shared the survey through many platforms and going around campus. This information played an important role into creating "Pop Top."

Analysis

Target Audiences

Marketing Strategy

Instagram & TikTok first approach featuring artist collabs, behind-the-scenes content, and unboxing experiences. User-generated content campaigns (e.g., #PopTopUnboxed, where customers share creative ways they repurpose the cans). Work with eco-conscious influencers & streetwear bloggers to showcase the packaging as both functional and fashionable. Limited-edition drops featuring guest artists & micro-influencers.

Branding

Pop Top’s branding is deeply inspired by pop art and comic book aesthetics because it aligns with the brand’s core values of creativity, nostalgia, collectibility, and sustainability. This visual style isn’t just an artistic choice, it strategically enhances the brand’s message and market appeal.