Global Packaging System for Nike | Tolleson
6.2 Billion Packages per Year,
One Cohesive Design Language
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As companies grow, even the strongest brand can start to feel diluted. Nike’s packaging touches every product imaginable, but it’s difficult to account for every design in an ever-expanding ecosystem. Years into our work with Nike, they approached us with a complex task: to create a comprehensive global packaging system from a single hang tag.
But first, we faced an organizational challenge: bring disparate groups together—internal and external, across six continents and every sport—to recognize the value of having such a system.
Then, working backwards from that humble hang tag,
we built a unified design system that could flex to fit the diverse needs of all global retail packaging, including licensees.
Now, with product packaging as a central piece of Nike’s brand, licensees and teams around the globe have been speaking the same design language.
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Project Information
Project
Global Packaging System
Services
Visual Identity
Photo & Video
Packaging
Go-to-Market
Visual Identity
Photo & Video
Packaging
Go-to-Market
Deliverables
Brand Architecture
Visual Language
Illustration
Iconography
Brand Toolkit
Brand Guidelines
Art Direction
Planning & Scouting
Casting & Styling
Shooting & Filming
Production & Editing
Packaging Design
Templates
Implementation
Production
Collateral
Brand Architecture
Visual Language
Illustration
Iconography
Brand Toolkit
Brand Guidelines
Art Direction
Planning & Scouting
Casting & Styling
Shooting & Filming
Production & Editing
Packaging Design
Templates
Implementation
Production
Collateral
Industry
Lifestyle
Partners
Global Packaging Design Studio
Global Packaging Design Studio
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Inspiration
from an
unlikely place
Nike Global Packaging
Clothing Tags
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“We needed a way to tell the same story across all our packaging, and it needed to be more sophisticated than just the iconic swoosh.”
Ron Dumas, Creative Director, Nike
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One feeling, many many forms
Every product needs a package. So the system had to start out simple enough to fit a huge number of form factors, categories, and businesses, while delivering that Nike feeling—even on a hang tag.
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Elements
that Unify
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The materials matter
Our new focus on photography exhibits the performance of apparel and aspirations of each athlete.
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High-performance product details
As more product types were added, the need to organize and highlight useful details became a priority. Everything from unique country sizing and languages to infographics and illustrations had to find an aesthetically-pleasing place.
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Info in all shapes and sizes
To help inform athletes, we developed unique graphics that easily display product performance tiers across global athletic lines and all packaging form factors.
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Packaging System
Kit of Parts
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“The biggest challenge was building a system that could adapt to the unending number of variables in form factor and content.”
Carlos Montalvan, Associate Creative Director, Tolleson
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A Universe of
Packaging
Nike Global Packaging
Product System
Centralizing all of Nike’s product packaging into a global system, we were able to improve manufacturing cost efficiency and sustainability, while reinforcing a cohesive brand story in stores around the world.
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Related
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