Positioning, product concepts, a packaging system, and a graphic collection for a classic American brand.
A staple of the American road since 1958, Winnebago, along with their licensing agency, Brandgenuity, developed a two-phased consumer products strategy to reach a younger audience. The first phase of the program was to develop a retro graphic collection, which we broke up into two themes. The first theme, called Groovy Wheels, combined fun and fresh editorial with mod period graphics. The second theme, Road Trip, evoked a carefree, off-the-grid lifestyle inspired by the openness of the American landscape.
The second phase of the program focused on translating the brand essence, attributes, and equities into a full range of licensed products, in which we gave direction on how best to use the product drivers and design mantras. After doing retail and web research, we showcased our vision by creating conceptual renderings and a product presentation for each key category. We also developed an official brand pledge, a tagline, a brand logo stamp, color and surface inspiration, and a packaging system. It was quite the journey.