PureProject Packaging Reflects Brand’s Dramatic Change

PureProject Packaging Reflects Brand’s Dramatic Change
Advertising

PureProject is a dramatic departure for Brooks Running and required packaging to reflect that and the overall ethos of the line.

Kyana Gordon
  • 4 may 2011

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.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.