PureProject, a new line of Brooks running shoes includes four distinct models with varying degrees of lightweight cushioning, encouraging feet to connect with the ground. Hitting stores this October, the shoes featured in the line are named pure connect, flow, cadence, and grit to address the needs of different runners. Shying away from words like ‘minimalist’ or ‘barefoot’, the brand worked with CO Design Agents and The Great Society on the branding and packaging design of a launch kit for attracting key retailers. The bamboo kit mirrors the sustainable principles of the PureProject line, since no material goes to waste. Designed as a keepsake, the canister includes product brochures and a satirical instruction manual on the various ways of upcycling the kit. In essence, the PureProject is a dramatic departure for Brooks and required unique packaging to reflect that.

PureProject

[via the dieline]