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Announcing the launch of a new workwear brand to an exclusive list of high-profile Tractor Supply fans.
Tractor Supply had created a new workwear brand and needed to get the news out to an exclusive list of VIP followers. The design and execution had to feel functional and reflect the core TSC brand. I led the art direction and production design for a fully-branded package that was flexible enough to scale from hat-sized objects to fully-lined overalls.
Every element of this project had to feel carefully considered, knowing that these were being sent to high-profile clients. After researching vendors and production options, we gave the booklet a little bit of grit by using a linen paper stock, and I helped source some custom tissue paper and packing tape.
Originally, I had created two custom box dielines to account for the wide spectrum of item sizes, but ultimately chose to go with the larger size to reduce production cost. In order to make the large box work for smaller items, I had to get a bit crafty–and quickly! A massive delivery of excelsior (AKA wood wool) later, we had a flexible and on-brand foundation to pad the boxes as needed.
From designing the booklet to packing up the boxes in our office, this was a fun project that tested my ability to pivot quickly and ultimately contributed to the brand's successful launch.
