We needed to update existing packaging with a new design system that can be applied across a growing range of automotive and lifestyle products.

Champion is a more than 100-year-old brand that has a storied heritage in motorsports. We took inspiration from Champion’s legacy in performance automotive culture and created a simple colorway that makes the brand immediately recognizable everywhere it appears. We arrived at a contemporary look for the brand that is at once inviting, inspiring, familiar and clearly understood.

The design system has grown to incorporate all media executions and experiential installations. It has also helped Champion gain partner interest building a bigger retail footprint for the brand.