The North Face has been the pinnacle of outdoor gear for over 45 years. Always pushing the edge, the brand sought to up their game with a fresh, sleek look that would resonate with hard-core athletes for the long haul.
Our challenge was to reinvent The North Face’s hangtag and packaging with an innovative, cohesive, scalable system, while being mindful of costs, existing guidelines, and the brand’s steadfast commitment to the planet.
Like an ultra-athlete, we immersed ourselves in The North Face environment. We explored sporting goods stores, gleaning the best merchandising and packaging practices. We scrutinized 60 global brands to inform visual design and information hierarchy. From our discoveries we prototyped wireframes, synthesizing input from The North Face stakeholders worldwide to create concepts that were globally tested with customers.
While our unified design and streamlined illustrations established brand cohesion, we engaged customers with the human element. Photos of real athletes amongst the gritty terrain–scaling an icy cliff, running a rocky trail – connected visually and emotionally with outdoor enthusiasts and brought to life The North Face’s tagline “Athlete Tested, Expedition Proven.”
Clear and consistent infographics allow anyone to feel like a master adventurer, from understanding The North Face’s advanced fabric technologies to pitching a tent by moonlight.
We revamped the content hierarchy system, created brand-wide consistency, and gave customers what they most wanted: easy-to-find information that’s relevant to their needs. And we did all while reducing the size and weight of the hangtags, meeting The North Face’s passion for preservation.
We extended the look and feel to The North Face’s headercards and shoeboxes, minimizing materials, while maximizing functionality with smaller, sturdier materials.
We established clear brand guidelines that allow The North Face’s ever-growing product portfolio to be consistent and flexible across collections and seasons.When The North Face sponsored the U.S. Freestyle Ski Team at the Sochi Olympics, they needed to extend their brand into new terrain. We created a sleek and unique packaging system for this special collection of Villagewear that fits perfectly within the company’s overall look and feel.