Maker, material

Practise

“Few fields are more obsessed with the idea of authenticity than the creative professions. There is a deliberate pursuit of authenticity – an attempt to recreate it, or somehow systematically harvest its force. Thus the race begins to manufacture this elusive energy for maximum output, often with monetary gains in mind.
Yet true authenticity, like most of the deeper workings of the universe, can not be commodified or contrived without a substantial loss of life energy in the process. In its most potent form, it is unadulterated, already there.”

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About

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

Creative direction
Brand strategy
Packaging design

Carried out 2017 – 2019
New York

Client work for FEIT

Posted in Campaigns

[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.

Care guide, shopping bag and dust bag.

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.