02
Tilley Endurables
The goal was to create a brand that had a retro heritage feel that could speak to the brand’s experience and reputation for quality goods. The new Tilley brand architecture positioned the core brand as a more premium outfitter for select retailers. The purpose of this new brand was to appeal to more mass retailers that have more of a focus on gift-giving.
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The brand was designed to be more casual and relaxed, with a product line designed for outdoor adventurers. We were responsible for creating the overall brand identity including logos, colour palette, material palette, design direction, graphic and packaging direction, etc. I was also responsible for designing the retail fixtures for gift stores that would merchandise the products that were being developed.
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Once the brand identity was established, we created the brand’s overall design direction which led the product design, packaging design, and more.
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The products were all centered around an active outdoor lifestyle and would be merchandised with the iconic Tilley T1 hats. Some of the products included bags, travel mugs, socks, hats, sunglasses, and sunscreen. I was responsible for creating tech packs, as well as sourcing and working with manufacturers on costing and samples. This also included all packaging including artwork files for hang tags, belly bands and boxes, as well as the sunscreen tubes, including legal label requirements.
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