Bontrager XXX road shoe packaging

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  • Bontrager XXX road shoe packaging
  • 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.

    Art Direction + Design