This is a conceptual packaging project for Helly Hansen Workwear I had the creative lead on during my time at the global branding company Avery Dennison. The brief was to re-design and re-brand the packaging design for Helly Hansen Workwear base layer boxes. The keywords were: Scandinavian minimalism, brand colours, consistency, masculinity, clarity and simplicity. The concept was based on the new base layer box design sprung from the original Stockholm Design Lab box design for the Sport segment, but with a new and highly improved Helly Hansen Workwear approach. The overall new design creates a stronger in-store communication and the Workwear identity becomes more clear and understandable through the re-brand. And in line with the HH sport segment the re-design created a synergy in the brand perception of Helly Hansen Workwear.

Art Direction/Graphic Design/Creative Lead: Ola Gillfelt
Packaging Design/Structural Engineering: Linus Löfkvist
Strategic Account Manager: Johan Månsson