Located in Anaheim’s Platinum Triangle, Lewis and Mason….
The intention behind the brand was to bring a higher-end style of living to the land of Disney. Setting itself apart from the location of brand-name restaurants, while still maintaining a level of California cool. This is reflected in everything from the minimal logo, to the materials used on the signage and sales gallery. The colors are grounded in a deep muted blue with pops of bright aqua and pink in an ode to the pacific and the proximity to Disneyland.
Lewis + Mason is an award-winning brand, winning for
A store with highly curated goods that are made in various countries all over the world, is also included on the site.
Starting with the product that started it all, the swaddles, the move to change the signature window was strategic. Other competitors changed their packaging to use the same window, so to stay one step ahead, a new signature “smile” was created. The new window allows for more of the product to be seen as well as create a signature shape that could be used in multiple ways on other collateral.
Everything was simplified and upgraded to a sophisticated feel, from the product name on the front to the flexible grid of images on the back. Even with the addition of translations, the packaging does not feel cluttered or out of proportion.
To make a corrugated box feel more sophisticated and special, finishing techniques are used to elevate the look of the simplified box. An overall debossed texture was applied to the original matte lamination, giving the consumer an instant feeling of the quality product that is on the inside. A spot UV and embossed logo pops off the signature pool to contrast the debased texture. To highlight the smile and add another pop on the shelf, silver foil was added as a border to the signature smile.
The old packaging utilized colors and paper stocks to distinguish between the different types of fabric: classic cotton, bamboo and organic. With the interest of a smooth transition in mind, color was utilized on the lower portion of the box to clearly distinguish the difference between the fabric types. The bamboo did away with the crunch kraft paper, for a rich, chocolate brown that is a primary brand color. The organic set stuck with the signature warm gray, as it is a wonderful complement to the primary colors.
To see the rebranding of the aden line, click here
The Brooklyn, NY skateshop moved into a new location in the rapidly changing culture hub of Williamsburg. They were looking for a logo that upgraded the brand to transcend skateboarding and to attract newer, affluent residents of the area – all while not isolating the skateboard community that helped build them to the influential shop they are.
The redesigned logo uses the colors of their old logo, while dramatically upgrading the type and style. The style of the type may be sophisticated, but speaks of the “urban cowboy” rebellious skateboard culture. The addition of the skateboarding crown represents the county of Kings (Brooklyn is in Kings County in NYC), and subtly suggests that they “run and skate Brooklyn”. It can also be used as a stand alone element and accent both soft and hard goods.
First step was to eliminate the plastic packaging and move to a giftable box. The overall design was upgraded to a more fun and cheeky design, which better reflected the brand. The signature aden and anais colors have more of a presence, but the white gloss makes the box pop in the harsh lighting of the mid-tier stores.
Many people didn’t know the many uses of the swaddle (not including moms wearing it as a scarf or beach wrap!), so it was important to call out the multiple uses on both the back and front of the box. The existing illustrations received a few tweaks to round out the look, and the large image on the back is fresher and more up-to-date. The information was simplified so it was easier to read and understand.
To see the rebranding of the boutique line, click here
Prize Fighter Cutlery, a start-up company specializing in skateboard wheels, wanted artwork
and brand positioning to stand out in a highly competitive market.
“survival never goes out of style” is what this company stands for. Each series of wheels either
feature a weapon or boxer inspired artwork; a unique brand position that no other brand
of skateboard wheel has explored. The artwork, especially forteam rider wheels, center around
a theme inspired by the Brooklyn-based founder’s surroundings, friends, and experiences.