MEC Packaging Revamp

Structure & Graphics

Spring
2019

About This Project

The MEC private label packaging revamp launched in the late spring of 2019 with 25+ categories and countless packaging updated. Unlike the usual brand refresh that focuses on a visual overhaul, the revamp paid close attention to the format of the packaging. The goal of the revamp was not to increase brand awareness; it was to improve the shopping experience by helping members find the right item as soon as possible.

Brief

Update the packaging for MEC’s entire private label line. (apparel & equipment)

Outcome

Structural designs that can withstand interaction on the store level.

A unified visual system.

Role(s)

Packaging Design (structure) – Andrew Zo

Graphic Design – Andrew Zo

Production File Prep – Andrew Zo

On-Packaging Photography – MEC

Product Design & Development – MEC

Medium

Card Stock, Screen Print

Client

MEC

ALL NEW
PACKAGING

STRUCTURE & GRAPHICS

IMPROVED

SHOPPING
EXPERIENCE


Helping the customers find what they need as soon as possible.

25+
CATEGORIES

REVAMPED


Countless products & SKUs updated.

SUSTAINABILITY
FIRST


Minimal plastic use. FSC certified paper.

15%+

AVERAGE SAVINGS
PER UNIT


Dieline updated & new manufacturer established.

CONCEPT
TO
PRODUCTION


Ideation, Dieline Creation, Sampling & Production Review.

BRAND NEW
BIKE LIGHTS


Minimal Packaging & Interaction Friendly Design

VAPOUR
BRANDING


A waterproof urban collection.

TENT
PACKAGING


Updated graphics inside & out.

BETTER

GLOVES
PACKAGING


An improved try-on experience.

Dry Bag
Packaging


Photographs introduced to help customers differentiate.

DESIGN
PRINCIPLES

1. INTERACTION
FRIENDLY

Try & see the product prior to purchase without damaging the packaging.

RATIONALE

Customers need to try the product prior to purchase to ensure fit. This process would often cause damage to the package.

2. SUSTAINABILITY
FIRST

Minimal plastic use. FSC certified paper. 80%+ recycled content paper.

DEATILS

Pictured here, minimal material used for the wallet packaging. No glue, no plastic.

3. EASY-TO-FIND
INFO

Product information layout has been unified, helping shoppers find what they need as soon as possible.

DETAILS

Intended use & special call out information are front and centered. Packaging background colour updated to white to avoid blending in with black coloured products.

GRAPHIC
PRINCIPLES

COLOURS

Used as visual cues to distinguish between products within the same category or to call out special features.

GUIDELINE

Limited & accent use only to prevent the packaging from becoming overwhelming.

PHOTOGRAPHS

Products that are packed away in a sleeve or box will feature a photograph on the front to help shoppers identify the products easily. *On-product photos shot by MEC

GUIDELINE

45 degree shots with shadows to indicate product shape.

DIAGRAMS

Hand drawn aesthetics that provide shoppers with as much information & detail as possible.

GUIDELINE

Primarily used for screen printing on fabrics to distinguish products.

TOTAL COLLABORATION


By working with various departments at MEC, each solution was designed to work across the entire system.


PRODUCTS TEAM

Provided product knowledge so that each packaging was designed to present the item in the most suitable way.


MERCHANTS

Set the budget & provided overall direction.


VISUAL MERCHANDISER

Supported the in store display section to ensure the packaging could be properly merchandised.


COPY WRITER

Assisted packaging copywriting as well as product naming.


STORE STAFF

Provided feedback on how customers interacted with the packaging.


PHOTOGRAPHER

Shot product photographs for packaging use.


MARKETING

Ensured that visuals were aligned across the entire brand.


OVERSEA MANUFACTURERS

Ensured packagings were produced & assembled correctly.

BEFORE & AFTER

GLOVES

No more hand-cuffed situations.

GLOVES DISPLAY

A white packaging prevents it from blending in with black products.

HANGTAG

A white packaging prevents it from blending in with black products.

DRY BAG

Photographs used to help users visualize the product.

TRAVEL TOWEL

50%+ savings / SKU. towel loop as hanging hook. No more plastic.

UPDATED DESIGN

No more plastic hooks.