Packaging design for Peruvian Chocolatier, Death by Xoko.
As Art Director for Patagonia Mountain bike, I helped to relaunch and redefine the MTB category that had been dormant for over 2 decades.
Working closely with marketers, product line managers, photographers, editors, project managers and community leads, we successfully (and organically) re-claimed a respectable position in the mountain bike apparel industry, backed by sustainable product innovation and an authentic and insistently unique perspective.
With the launch of the first ever 100% Fair Trade Certified ™ sewn mountain bike apparel collection, I wanted to create a stand-alone visual that was void of the typical sport and product imagery seen in endemic advertising. The “Tread/Thread” diptych was the final result.
This solution not only delivered the message in an unexpected yet impactful way but, it lent itself perfectly to all physical and digital touch points. The textural system was also given added life by adding motion and sound design (Media permitting.)