Brooks Running PureProject Launch Kit by CO Design

June 16th, 2011 by retail design blog

CO Design Agents collaborated with agency The Great Society on branding and packaging PureProject, a new line of Brooks Running shoes. The PureProject line features four distinct models with varying levels of minimal cushioning for a more propriocentric running experience. CO designed a complete ID system, as well as this stunning Launch Kit to entice and intrigue key retailers.”

“The PureProject line is a dramatic departure for Brooks Running. As such, it required an equally dramatic unveiling. Fashioned from bamboo by Dave Laubenthal at DJL Studio, the kit embodies the sustainable ethos of the PureProject line. The laser-etched lid lifts off to reveal 2 brochures and 4 raindrop-shaped canisters with branded caps. (Illustrator Jake Hollomon provided the graphic for the lid.)

The individual canisters may be removed and re-used in various ways. This kit is designed to be a keepsake, with no material going to waste.
Two brochures fit within: the product-centric booklet features exquisite photography from acclaimed fashion accessory photographer Kenji Toma. It’s accompanied by a tongue-in-cheek instruction manual for creative upcycling of the kit. A quirky cast of characters, illustrated by Tyler Marchus, demonstrates various ways to re-use the elements.”

Art Direction + Design: CO Design Agents, Portland, OR.
Rebecca Cohen and Marc Cozza: Principals, Creative Directors /
Agency: The Great Society /
Fabrication: Dave Laubenthal, DJL Studio /
Graphic on Kit: Jake Hollomon /
Book Illustrations: Tyler Marchus & Jake Hollomon /
Photography: Kenji Toma Studios /
Retouching: Picturehouse /

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