Nike Packaging Rebrand
PROBLEM
Nike produced half a billion pieces of packaging annually and wanted to embark on reassessing the overall strategy, reduce environmental footprint for company-wide global Nike Apparel and Equipment packaging, on garment labeling system, across all Nike brands, technologies, and 16 licenses.
ACTION
Directed Nike’s company-wide sustainability “Move to Zero” packaging efforts. Analyzed antiquated packaging practices, eliminated redundant workflows, reduced complexities, and implemented policies in alignment with organizational sustainability goals.
Developed a 300+ page design-system guideline to align Nikes physical and digital journeys across Nike Stores, Signature Services, apps, emails, and packaging for global use and distribution, scalable across the globe, including across 16 Nike licensees.
Directed 8 cross-functional teams, including 6 producers, a writer, a design agency, and a printing company.
RESULT
Maximized investments by 59% through simplifying brand foundations & reducing complexities under Performance and Sportswear brand logos.
Increased on and offline consumer brand recognition through the creation of unified creative palettes for the first time.
The success of this project ignited a company-wide visual brand refresh across Nike digital ecosystem including Nike.com, App’s – NTC, NRC, SNKRS, and email platforms.
Before After
Credits:
Creative Lead – Inese Silina
Agency – Tolleson Design