The new packaging for Yakima includes over 200 SKUs of car racks and hardware to carry your gear, each in three languages. We wanted to take advantage of the emotional connection consumers have with the brand and reposition Yakima as the premier outdoor car rack brand from the Northwest. A clean, uncomplicated aesthetic integrates humor in bold statements on each box that connect product and activity. Use of the raw kraft box printed with 4 pms colors maintains their commitment to the environment and serves as the perfect backdrop for the new packaging and color system. The design integrates product photography, original illustration that depicts 4 different categories of the outdoors, as well as technical illustration that helps guide the consumer through the mechanics of fit and use.
Creative Director: Sally Morrow
Associate Creative Director: Shanin Andrew
Designer: Shanin Andrew
Copywriter: Austin Howe
Production Managers: Maddie O'Neill, Kelly Bohls
Concept Illustrator: Lloyd Winter
Technical Illustrator: Bob Bredemeier