West Pack is a subscription-based service that brings internationally-sourced artisanal products and outdoor gear to the homes of their members. Founded on a love for travel, storytelling, and empowering third-world entrepreneurs, West Pack sources its seasonal products from both local and international artisans who bring a dedication to their craft and build stronger business communities.
Design Solution / Brand Message
The West family spends a lot of time investing in African and Latin American countries, exploring new places and investing in local artists and makers. Through their travels, the family has developed a deep love for the products they have bought from local artisans and wanted to share their finds with friends back home. Just like the diverse personalities of their family, there are multiple box personalities to match the lifestyle and preferences of four target West Pack members.
The target West Pack subscriber fits into one of four categories. Flora and Kindred are the two girls packs, focusing on beauty, home decor, and accessories. Flora is the more fashionable counterpart to the humanitarian-focused Kindred, but you will often find overlaps and complementing products in both packs. Rugged and Kipling are the two guys packs, focusing on gear, accessories, and novelty items. The Kipling personality is focused more on lifestyle and entertaining, while the Rugged personality is primarily based around outdoor and sporting gear, but, again, there may be overlapping products. While the boxes may vary in items, the heart of West Pack is to attract a tribe of internationally-conscious and adventurous individuals who welcome cultural differences, invest in social and international justice, and enjoy empowering entrepreneurs who live all over the world.
The West Pack logo is a minimal deconstructed typeface based on the patterns found in mudcloth material. Hallie, who focuses on product development with their international partners, wanted to be able to use the logo appropriately with different items sourced from vastly different cultures, so we aimed to take a minimal approach to its structure.
The West Pack color palette is natural and muted to reflect the environment of many of the countries they source product from. However, they often introduce seasonal colors that complement and enhance each box, merging together the cultural influences with seasonal fashion color trends - merging both worlds together in harmony.
For the type palette, we worked with the Raleway typeface, which complements the logo style. Raleway comes with a large library of weights, which was beneficial for its use in both male and female design application - being able to in one moment feel elegant and feminine and in another bold and masculine.
Mudcloth is a common pattern found in many African artisanal products, and we enjoyed the ability to deconstruct the pattern to create symbols and graphics for promotional items, invitations, and packaging patterns. Through perspective and color combinations, the same pattern was able to truly evoke the personality of each box while bringing a cohesive look to the entire brand.
For the website, we wanted to clearly communicate the mission of West Pack, the way that the subscription worked, and the personality of each box. We did this primarily through photography and color, while also bringing on a fantastic copywriter to bring clarity to the different categories of subscription. We also introduced a West Pack shop for gifting a box or individual product, and enjoyed creating more opportunities for brand storytelling through naming the gift packs in a similar style to the boxes.
Brand identity // Packaging // Box Inserts // Party Invitations // Product Tags // Social Media Graphics // Custom Squarespace Website
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