Concept
FRDM needed a cohesive brand that could translate across product, packaging, and digital platforms while reflecting an outdoor, performance-driven lifestyle. The concept focused on freedom, movement, and environment, using bold typography and immersive photography to connect product performance with real-world experience.
System
A unified brand system was developed to ensure consistency across physical products and digital platforms:
Identity System: Strong typographic mark paired with environmental imagery to reinforce brand positioning
Color & Material Direction: Defined palette and material considerations across apparel, gloves, and packaging
Photography Language: Curated and directed imagery to reflect authenticity, landscape, and lifestyle
Scalability: Built to extend across packaging, retail, Amazon, and web
Execution
Designed packaging systems including hang tags, product cards, and printed collateral
Developed brand assets for Amazon listings and website imagery
Assisted in apparel and product direction, including:
Apparel selection
Color palette decisions
Glove color and thread detailing
Directed photo selection and visual storytelling across brand touchpoints
Oversaw and directed editing of online video content to align with brand identity
Designed editorial-style print materials and brand collateral
Created digital assets for e-commerce and marketing platforms
Outcome
The result was a cohesive, multi-channel brand system that aligned product, packaging, and digital presence. The work strengthened FRDM’s visual identity across retail and online platforms, creating a consistent and recognizable brand experience from product to purchase.
Thoughtful details—such as rotating thank-you cards—enhanced the customer experience, reinforcing brand connection and encouraging repeat engagement across both physical and digital touchpoints.
