Lululemon Brand Concept
As with much of the Pacific Northwest Coast, frigid winters in Vancouver shape human behaviours and interactions for a large part of the year. Using the beautifully characteristic Pacific Northwest landscape as a starting point, design and strategy references the shapes, needs, and behaviours of the brave winter wanderer.
Intimacy with the earth is a cherished currency. The most valued moments are discovered in isolated locales. Drawing from the rugged landscape, print and colour are vibrant, diverse and alive. Moody, cools reflect the wintery Pacific. Faded neutrals with pops of lively green offer reflective solitude, reminiscent of a walk in the rainforest.
Project: CAPSULE DESIGN and MARKETING direction
Client: Lululemon
POV: season concept, design, and direction (womens performance)
Season: Holiday 2018
Role: concept, apparel and surface design, art direction, packaging, social and content, animation
Rooted in the wild romantic Pacific Northwest Coast of North America is a fairytale.
Traverse winter landscapes seeking an intimate connection. Glittering winds whip stone monoliths draped in white powder. Pebbled beaches underfoot and velvet rainforests abound.
COLOR STORY 1
COLOR STORY 2
COLOR STORY 3
LOSS LEADER GIFT, in store
COLLECTION in COLOR STORY 1
SOCIAL CAMPAIGN
