Name has redesigned the packaging for outdoor clothing brand Helly Hansen’s ‘base layer’ range, called Lifa, which is due to go on shelf next month.
A 30-strong product range was rationalised into three pack formats that allow consumers to ‘see the product and feel the quality’, says Name managing director Paul Mountford, who led the project.
He adds, ‘the aim was to update the packaging of what is a performance product to give it a more modern and premium feel.’
The design incorporates Lifa’s trademark chevron device and a series of icons and graphs to communicate the product benefits.
Outdoor clothing brands tend to operate a ‘three layer system of dress’, says Mountford. The first layer gets moisture off the skin, the second insulates the wearer’s body and the third provides protection appropriate to the conditions and is often waterproof, he adds.
The consultancy began work on the project in November 2001. It was appointed without a pitch.