Coldpruf's wide base layer apparel offering was suffering from dated packaging and poor distinction between product lines. Keeping within the poly bag structure, we refreshed the brand's color palette, drastically improving shoppability in a wall display, improved communication of features and benefits, and generally updated the packaging to attract a younger consumer and better reflect its price point. The packaging also included diecut hang tags, giving retailers a choice when merchandising.

Client: Coldpruf
Design & Art Direction: Christine Hancock
Creative Direction: Mike Grice