Shared folder with Tull (6)

Creative direction
Brand strategy
Packaging design

Carried out 2017 – 2019
New York

In collaboration with FEIT founder Tull Price.

[NO]
FEIT sin strategi for emballasje- og identitetsdesign speglar merket sin grunnfilosofi: å peika direkte på kvalitetane i merket sine produkt.

Posted in

Maker, material

[EN]
Echoing the core philosophy of its footwear offerings, FEIT’s packaging and branding strategy cuts directly to the essence of product.

FEIT’s shoe boxes, signed and numbered by the master craftsman.
Long-time store manager at FEIT New York, Mani Motarjemi outside the Prince Street flagship store. (Photo credit: John Rogers)
The palette of FEIT’s core materials served as the starting point for the approach to color schemes.

[EN]
The strategy was an extension of FEIT founder Tull Price’s core idea when launching the brand more than a decade ago: to introduce a new take on «luxury», a form of neoluxury, more adept to solving the challenges of our times. The essence of his philosophy was to replace excess with restraint, offering a product more or less void of branding, allowing the brand’s actual value – its materials, construction and function – to take center stage.

[NO]
Strategien var ei vidareføring av ideane til Tull Price, som starta FEIT for over ti år sidan. Hans grunntanke med merket var å tilby ei ny tolkning av det forslitte luksus-begrepet, ei tilnærming han kalla neoluxury. Denne tilnærminga låg tett på ønsket om å løysa utfordringane verda no stod ovanfor, gjennom måtehald framfor mengde, både i design, produksjonsmengde og materialbruk. Denne filosofien vart også speila i merket sin identitetsdesign, som meir eller mindre fjerna alle formar for applisert branding, med mål om å gje dei ovanfornemnde kvalitetane ved produktet absolutt fokus.

Care guide, shopping bag and dust bag.
Branding for the MY FEIT post-purchase program, utilising again the mustard beeswax color and human interaction aspect of the brand.
FEIT San Francisco, designed by Jordana Maisie. (Photo: Carlos Chavarría)
FEIT San Francisco, designed by Jordana Maisie. (Photo: Carlos Chavarría)
Various testing 1.
Various testing 2.
Various testing 3.