Fraintesa is Francesca Tosin — Brand and Creative Designer
Strategy and design direction for defining the brand identity and market positioning of the company and its first product, e1 — an AI-supported oral cleaning device. The work extended to all related elements, including accessories, power cable, user manual, and tools designed to enhance the overall oral hygiene experience with e1.
︎︎︎my method ︎︎︎
The process moved from the initial 2D design concept to the development of the 3D packaging structure, and finally to the 2D production artwork.
Information hierarchy and graphic elements were carefully structured to meet regulatory requirements and market distribution standards, ensuring both compliance and clarity on pack. In parallel, the monthly subscription system was designed to optimize space and material use, while enhancing the user experience and supporting seamless daily interaction with e1 and its accessories.
The packaging is conceived as a self-expositor, designed to stay visible in the bathroom for weeks. Material selection and structural design focus on durability and stability in humid environments, using paper specifically chosen to withstand moisture and contact with water while preserving its aesthetic integrity.
Primary packaging for liquids designed for detection and cleaning functions, supporting optimal oral health.
The liquids are used in combination with the e1 device.
epitome
The e1 welcome package by epitome was developed in collaboration with the product design department. Francesca Tosin contributed to the visual identity and packaging strategy, ensuring a seamless user experience. The design covers the main product packaging, accessories, cables, power supply, and user manual, including a QR code to guide users through the unboxing and device pairing process.
The packaging concept ensures that every interaction reflects a high-tech standard and a smooth first-use experience. From spare components to accessory boxes, each element reinforces a consistent and engaging brand identity.
The packaging concept ensures that every interaction reflects a high-tech standard and a smooth first-use experience. From spare components to accessory boxes, each element reinforces a consistent and engaging brand identity.
Fila Underwear
Established as an iconic Italian brand renowned for its tennis heritage, Fila carries a strong visual identity rooted in the sport. To revive and celebrate this legacy, the entire packaging line for Fila Underwear was designed by Francesca Tosin at Change Design, drawing inspiration from the graphic lines of the tennis court.
The collection was divided into four color variants, each referencing one of the world’s most emblematic tennis surfaces:
This color system allows the packaging to instantly evoke the brand’s sporting roots, creating a clear emotional connection between the product and the timeless imagery of international tennis.
The collection was divided into four color variants, each referencing one of the world’s most emblematic tennis surfaces:
- Orange – the clay courts of the Foro Italico
- Red – the red clay of Roland Garros
- Green – the grass of Wimbledon
- Blue – the hard court of the US Open
This color system allows the packaging to instantly evoke the brand’s sporting roots, creating a clear emotional connection between the product and the timeless imagery of international tennis.
Pirelli PZero
As part of the Pirelli PZero brand identity work, a dedicated focus was placed on developing a distinctive packaging language. Inspired by the rubber used in the production of F1 tires, the team—designing and developing the project at Change Design—chose to introduce craft paper as a contrasting, tactile material for the shopping bags, footwear packaging, and apparel packaging.
Special editions, such as the Pin-Ups T-shirts inspired by 1950s–60s Pirelli automotive advertisements, were also given their own tailored packaging solutions.
The iconic Pirelli yellow was used as a corporate color across packaging elements, referencing the varnish traditionally applied to F1 rubber models—creating a strong visual connection between heritage, materiality, and contemporary brand expression.
Francesca Tosin contributed to shaping this cohesive packaging language, ensuring every element reinforced the brand’s roots and its innovative identity.
Special editions, such as the Pin-Ups T-shirts inspired by 1950s–60s Pirelli automotive advertisements, were also given their own tailored packaging solutions.
The iconic Pirelli yellow was used as a corporate color across packaging elements, referencing the varnish traditionally applied to F1 rubber models—creating a strong visual connection between heritage, materiality, and contemporary brand expression.
Francesca Tosin contributed to shaping this cohesive packaging language, ensuring every element reinforced the brand’s roots and its innovative identity.
EXR Performance
The complete rebranding, positioning, and strategy for EXR Performance, a Korean lifestyle apparel brand targeting 18–30-year-old customers, was designed and developed at Change Design. The project included a full redesign of the logotype and the creation of a new footwear segment structured as a satellite to the core apparel line.
The visual language remains consistent across the brand while being thoughtfully adapted for the footwear collection, where reduced space requires more refined logo placement.
As part of the brand identity work, the entire packaging system was designed to preserve the segmentation of the four product lines: Active, Performance, City, and Heritage. The visual identity of the packaging has such a strong impact that the shoe boxes themselves can be used as a visual language to create bold and dynamic compositions.
Francesca Tosin contributed to building a unified yet flexible identity that supports and elevates diverse product categories.
The visual language remains consistent across the brand while being thoughtfully adapted for the footwear collection, where reduced space requires more refined logo placement.
As part of the brand identity work, the entire packaging system was designed to preserve the segmentation of the four product lines: Active, Performance, City, and Heritage. The visual identity of the packaging has such a strong impact that the shoe boxes themselves can be used as a visual language to create bold and dynamic compositions.
Francesca Tosin contributed to building a unified yet flexible identity that supports and elevates diverse product categories.