Role—
Art Direction.
Design.
Messaging.
Year—
2011
RXXXL road shoe packaging
Credits—
Design & Production—
Dan Brennan & Kevin Rogers
Design & Production—
Dan Brennan & Kevin Rogers
Summary—
Launched in 2011 as Bontrager's entry into the premium cycling shoe market, the limited edition RXXXL road shoe demanded a new, appropriate packaging solution.
In addition to designing a multi-layered out-of-box experience that both communicated the shoe's innovative features and benefits, and also spoke to consumers on an emotional level, the packaging team designed an all-new tray-style structure more usable for retailers in the in-store environment.
This design was so successful that its DNA was used to redesign every shoe box across Bontrager's complete offering.
Launched in 2011 as Bontrager's entry into the premium cycling shoe market, the limited edition RXXXL road shoe demanded a new, appropriate packaging solution.
In addition to designing a multi-layered out-of-box experience that both communicated the shoe's innovative features and benefits, and also spoke to consumers on an emotional level, the packaging team designed an all-new tray-style structure more usable for retailers in the in-store environment.
This design was so successful that its DNA was used to redesign every shoe box across Bontrager's complete offering.