Role: Creative and art direction, graphic design, structural design, artwork and factory liaison.
Supporting the top tier price point and design proposition ot 'Ultimate', this packaging uses Pantone Premium Metallics, Neons, foils and UV varnishes. Each product in this range is supported by independently researched scientific data to support the material and product performance.
One of the goals of the packaging design both structurally and graphically was to communicate the benefit of engineered synthetics over natural fibers for sports - not to say that cotton is bad - but less suitable for sport. The idea was to communicate that 'Science Beats Sweat' without seeming too tech. The structural design enables a secondary layer of information to be hidden behind the main messaging. A second level that educates the consumer without overload upon a first glance. The thermal map / image split allows an aesthetic appeal while alluding to the science that sits below the surface.
2XU 'Two Times You' - Human Performance. Multiplied - is a leader in next-to-skin apparel and compression technology.