The relatively new startup Escadrille – makers of high end custom cycling apparel – approached Widgets & Stone for initial concepts in packaging. The new company didn’t have much to go on: the logo was in the process of being re-engineered, the brand story and film was yet to be developed (by McFaul+Day of the UK), a marketing plan was in flux and even the apparel designs were still being finalized.

So, the team Widgets & Stone just went with the flow – helping to visualize a simple yet flexible packaging system that could accommodate different products and different sizes, all while still looking like a top quality brand.

The team worked on a variety of concepts for both the brand identity and the packaging style. In the end, a concept proposed by Escadrille's founder Jordan Humble won the day: a tube design, inspired by fine bourbon packaging. The unique package shape works extremely well with the different apparel item sizes and shapes – especially bibs with padding inside.

 

Creative Direction: Paul Rustand; Design Direction: Mandy Meredith; Design: Travis Hitchcock, Bradley Dicharry, Ben Dicks, Amy Trumbull.