MEC Packaging Revamp
Structure & GraphicsSpring
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 Structure Design – Andrew Zo
Graphic Design – Andrew Zo
Production File Prep – Andrew Zo
Photography – Andrew Zo
On-Packaging Photography – MEC
Product Design & Development – MEC
Medium
Card Stock, Screen Print
Client
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
Reduced packaging. 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
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.