Marmot: Packaging re(Design)
For Marmot’s Spring 2026 release, I developed a global packaging system that translates complex technical specifications into a cohesive, user-centered narrative. This project required more than "visual polish"; it was a strategic initiative to act as the bridge between brand strategy and manufacturing reality. By building a scalable, modular framework, I transformed a fragmented information architecture into an intentional, cost-effective system that helps customers navigate high-performance gear while optimizing production specs for the global enterprise.
Client
Marmot
My Role
Communications Designer
Software Stack
Miro, Adobe Illustrator, Photoshop, & InDesign
Systematizing Brand Identity: A Scalable Framework for Global Apparel
For the Spring 2026 release, I led the development of a new global hang tag system for Marmot. What began as a collaborative visual ideation phase evolved into a cohesive, logic-based system designed to communicate technical excellence across a diverse product range—from high-performance technical shells to everyday cotton basics.
Strategic Project Objectives
System Alignment
Bridge the gap between physical packaging and digital brand standards to create a cohesive global identity.
User Navigation
Translate complex technical specs into clear guidance, reducing buyer friction and facilitating faster purchase decisions.
Operational Efficiency
Balance production costs with sustainable material choices to deliver an intentional, scalable system that our customers feel confident in purchasing.
IA Optimization
Troubleshoot the fragmented system by streamlining information architecture across diverse product tiers.
The Challenge: Navigating the “Messy Middle” of Product Information
Marmot required a packaging solution that was both intentional and cost-effective. The “messy” reality was a fragmented system that struggled to balance the data-heavy needs of technical apparel with the simplicity of lifestyle pieces. My goal was to act as the "glue" between these two extremes, creating a unified information architecture that reduced production friction.
Competitive Review (Store Walk)
I conducted a store walk audit to identify market friction points. Comparing these insights against the team’s audit helped inform strategic behavioral patterns rather than just visual trends.
Design Review 1 (Initial Concepting)
I translated research into high-fidelity design iterations for our Design Review 1 (DR1). These iterations balanced high-level brand goals with the practical constraints of manufacturing.
Surprise and Delight Focus
These personal design iterations began by exploring bold ideas within the 'surprise and delight' theme. In team collaboration, we identified standout elements across our work to carry into the next design phase.
Refined Design Direction
These personal design iterations reflect a more focused approach on simplicity, brand visibility, and stakeholder feedback following the initial review.
Scaling a Cohesive System
Once Brand selected a direction based on our team’s iterations and deep collaboration, I designed out the visual hangtag system for each product category, ensuring consistency and adherence to the approved design.
High-Contrast Design for Maximum Visibility
A light-colored border contrasts with the dark top card, ensuring the hangtag stands out across all apparel shades, from light to dark (see examples below).
Immediate Recognition
of Product Fit
The product’s “fit” is given prominent placement for instant recognition, enabling fast, confident purchase decisions at a glance.
Top-Level Information
Strategically Placed
Key purchase-driving information is placed on the top flag, the area most frequently seen by customers. This placement helps them quickly assess whether the product meets their needs.
Refined Messaging Strategy
Copy is purposefully minimized and focused, highlighting only the four most essential feature bullets to keep messaging clear, concise, and impactful.
BRAND VISIBILITY
Universal Visibility: Designing for the Reality of Retail
