Despite being an iconic brand since 1973, Timberland needed an evolution. Lippincott partnered with Timberland to refresh the brand’s visual identity while driving cohesion across markets. One of the brand's most extensive touchpoints? Eighty SKUs of packaging, from hangtags to shoeboxes.
Inspired by the new visual system, we elevated the brand packaging to make it more modern, energetic, and fashionable while honoring its commitment to nature and sustainability. Elements like color, type, and the brand's most recognizable mark: the Tree symbol, came to life in these dynamic new pieces.
The Tree Path is a flexible visual device that highlights the Timberland symbol and weaves in the brand's iconic orange color – both of which had a level of recognition that few brands could claim. We also tapped into other unifying elements, including the new typeface and fashion-driven photography, giving the brand a bold and modern look. Together these elements connected the brand's new system across 80 SKUs, from signage and shoeboxes to hangtags and apparel. And in keeping with Timberland's sustainability mission, we opted for using minimal colors and removing unnecessary items.
Across Timberland's new packaging, these elements are the glue to the brand's identity, bridging the gap between its diverse audiences, and most importantly, driving home Timberland's mission: to create a desire to step outside and make the world better.