Brief: Re-design and re-brand the packaging design for Helly Hansen Workwear base layer boxes. The keywords were: Scandinavian minimalism, brand colours, consistency, masculinity, clarity and simplicity.
Concept: The new base layer box design was sprung from the original Stockholm Design Lab box design for the Sport segment, but with a new and highly improved Helly Hansen Workwear approach. The overall new design creates a stronger in-store communication and the Workwear identity becomes more clear and understandable through the re-brand. And in line with the HH sport segment the re-design created a synergy in the brand perception of Helly Hansen Workwear.
Art Direction/Graphic Design/Creative Lead: Ola Gillfelt
Packaging Design/Structural Engineering: Linus Löfkvist
Strategic Account Manager: Johan Månsson