This work is the result of an intensive, one day work session with Berkshire’s in-house creative team. We were provided their goals and the creative tasks prior to our workshop style day. This allowed us to prepare concepts and creative tasks so that we could quickly ideate and produce work that would be used for years to come. We have heard that they have taken the package work shown on this page to launch an entirely new line of products and are currently pitching it to major retailers across the country.

Berkshire is a hosiery brand in Wayne, New Jersey. Their garments can be found in stores like Macy’s and Lord and Taylor. Even though they have an internal design team they were looking for fresh eyes as they entered a new market. A company with a legacy like theirs and an internal team that can handle nearly every part of their strategic needs find themselves in an interesting spot where they may not need the work done, but for ideas to be created.

To aid them with this we did a one day, intensive, brainstorming session where we rapid prototyped packaging and branding for their mass market line of leggings and tights. We sent our creative director to their office and as he worked with their team they created numerous ideas and strategic goals. Since finishing the on-site work, Berkshire has gone with many of the ideas, but we will only be showing what we created during our in-person session.

We broke the day up into 2 work sessions, morning and afternoon. The morning session lasted about three hours and was completely focused on what a re-brand could do for them. We knew their new target demographic were young women, many who live a high speed lifestyle. We collected industry examples and compared what Berkshire had been doing to what their competitors in this new space was doing. Through our first work session we developed these four ideas. All of them are intended to be more feminine than what they were currently using and would complement a product that is more youthful. We believe in the short time we had we were able to provide four strong ideas.

The first concept is the logo we utilized for the remainder of the day. We believe it’s simplicity makes it easy to connect with, but its organic forms pair up well with the modern typeface we typed the name in. Even though we preferred our first concept we wanted to leave Berkshire with a multitude of ideas so that in the following days, while we were no longer on-site, they could base constructive conversations around all of the pieces. Working hand in hand with their creative team helped provide a lot of information about the industry, but we wanted to leave the stakeholders some tools and ways to hand-compare directions.

This allows us to not only create many ideas, but to pivot quickly. Without the ties that come in with a legacy of work we can fall in and out of love with ideas numerous times in one day. This is a huge benefit to your team because it keeps energy up, while keeping creativity to its highest potential. Allowing fresh ideas and new approaches will leave your team inspired and more enthusiastic than ever!

ClientBerkshireServicesBranding & Package DesignYear2018