McGregor
Weekender (By McGregor)
A packaging redesign for Weekender, a sub-brand of the classic Canadian brand McGregor. The main goal of the redesign was to infuse the brand with a more distinct, unique voice, particularly one that felt as tied to the great outdoors as the warm, tough, and cushioned socks the brand has become known for. I created a new, simpler word mark logo, along with a custom secondary logo mark incorporating the namesake “W” in a way that is also reminiscent of a sun rising over mountains. Important information is now communicated more clearly with the introduction of larger pack size call outs, as well as color coding and icons to distinguish between products with gender-specific sizing. A printed kraft paper effect was utilized to provide continuity with the previous packaging and familiarity for customers, while improving the performance and durability of the packaging (which actual kraft paper often lacks).
Mountain illustrations by Carly Schwartz.
Old Look
New Look (Men’s)
New Look (Women’s}
Weekender (By McGregor) - Walmart
An exclusive look was requested for Weekender by Walmart buyers. The same word mark logo, color scheme, printed kraft technique, and outdoorsy feel/mountain motif is taken from the mainline look, but all other elements are unique to this exclusive. As McGregor is well-known and sold exclusively in Canada, inspiration for the feature illustration was taken from Canadian canoe culture, and the popularity of “portage” ( the carrying of a boat and/or its cargo between two bodies of water) as an outdoor past time in the region.
