FJ Shoe Box Design
The goal was to modernize the FJ shoe box branding while preserving the iconic black box customers recognized and trusted. Collaborating closely with factories, we explored a range of dieline options but ultimately retained the existing structure due to operational efficiency and cost considerations. Key updates included a universal label design, mold-inhibiting inner tissue paper, and optimized box sizes tailored to evolving shoe designs and weight distribution. Additionally, the design now allows for customization for collaborations and other brands within FootJoy, offering flexibility while maintaining brand consistency. This project balanced innovation with practicality, delivering an elevated unboxing experience without disrupting production workflows.
FJ Outerwear Hangtag Design
We developed a premium hangtag system for FootJoy's outerwear collection that balanced technical information with sophisticated design. Working across 10+ outerwear styles, we created a unified design template that clearly communicated each product's features and benefits. We partnered with a technical illustrator to create detailed diagrams of each jacket's features, while collaborating with our marketing team to craft benefit-focused product descriptions. The layout was specifically designed to accommodate translation inserts for international markets without compromising the core design. To enhance the brand's premium positioning, we incorporated refined details like foil trim accents and a soft-touch finish, ensuring the hangtags delivered a luxury tactile experience that matched FootJoy's high-end brand standards. The result was a cohesive hangtag system that effectively communicated product features while delivering a premium brand experience.
FJ Sock Packaging
As Lead Designer for FootJoy's sock packaging redesign, I developed a universal packaging system that solved multiple brand challenges through an innovative, adaptable dieline. The design accommodated both single and value-pack configurations across FootJoy's four sock brands, utilizing strategic color systems and logo placement to maintain individual brand recognition while creating a cohesive family look. Managing all aspects from initial design through production with our third-party agency, I delivered a streamlined packaging system that preserved brand equity while reducing manufacturing complexity through a unified dieline approach.
