Vans is a global leader in footwear and apparel, deeply rooted in the skateboarding and streetwear culture. Known for championing creativity and individuality, Vans collaborates with artists and influencers who align with their "Off The Wall" ethos. Anderson .Paak, a Grammy-winning musician and Vans’ first global music ambassador, represents the perfect embodiment of this spirit. Their latest collaborative collection, “Vanderson,” released in June 2022, celebrates Anderson’s heritage and creativity through footwear and apparel that exudes vibrancy and artistic flair.
The collaboration included signature Vans silhouettes like the EPaak Sport, Authentic, and Old Skool 36, all adorned with unique paisley prints and a mix of muted and colorful tones.
For this high-profile launch, Vans wanted to extend the creative energy of the product to the packaging itself. Logic Inc. was brought on board to design a packaging experience that would not only elevate the shoe box but also reflect the innovative and collaborative nature of the Vanderson collection. Additionally, the project included designing supplementary assets, like a custom air freshener, which became a playful but integral part of the retail launch. The challenge was to create packaging that matched the bold style of the collection while staying true to the creative spirit of both Vans and Anderson .Paak.
Elevate the unboxing experience: Develop a packaging design that is visually exciting, functional, and reflective of Anderson .Paak’s artistic style.
Create unique assets: Produce complementary items, such as a custom air freshener, that add an element of surprise and delight to the retail experience.
Ensure brand and product alignment: The packaging needed to seamlessly blend Vans' lifestyle ethos with Anderson .Paak’s musical and visual identity.
Logic Inc. collaborated closely with Vans and Archrival to design a packaging system that captured the essence of the Vanderson collection.
Enhanced Shoe Box Design: Logic Inc. provided structural design support to evolve the standard Vans shoe box into something more dynamic and experiential. By integrating elements from the footwear collection’s paisley prints and muted color palette, the packaging mirrored the collection's creative themes. The use of premium materials ensured that the box itself became a collectible piece, encouraging users to keep and reuse it.
Custom Accessories: To complement the packaging, Logic Inc. designed a custom air freshener, an unexpected yet cohesive touch. Inspired by Anderson’s personality and artistic roots, this accessory helped extend the unboxing experience beyond the shoes, offering something memorable and shareable for influencers and fans alike.
Prototype Development & Material Selection: Logic Inc. handled the full production process, from prototype development to material selection, ensuring the packaging was as functional as it was creative. Eco-friendly materials were used wherever possible to align with Vans’ commitment to sustainability and their consumers’ values.
Engaging Unboxing Experience: The final packaging design enhanced the unboxing experience, making it visually striking and perfectly aligned with Anderson .Paak’s creative identity. Influencers and consumers alike shared their experiences on social media, amplifying the launch.
Memorable Retail Experience: The custom air freshener added a playful touch, resonating with Vans’ audience and driving engagement. This unique, complementary item helped make the Vanderson collection stand out from other footwear launches.
Brand Consistency: The packaging design stayed true to both the Vans and Anderson .Paak brands, merging their distinct identities into one cohesive retail experience.
Jordan Harper, Founder of Logic Inc., remarked, “Creating packaging for such an iconic collaboration was an exciting challenge. We wanted to ensure that the packaging amplified the creative energy of the Vanderson collection, while offering a memorable unboxing experience that resonated with Vans’ community.”
The Vans x Anderson .Paak collaboration exemplifies how thoughtful packaging can enhance a product’s story and deepen connections with its audience. Logic Inc.’s innovative design solutions helped elevate the retail and unboxing experience, reflecting the artistry and creativity that defines both Anderson .Paak and Vans. This project highlights the potential for packaging to play a pivotal role in product launches within the lifestyle and creative industries.
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