Student Designers Capture Personality of Brands in Shoe Packaging

Every so often, The Dieline features packaging designs by student designers that are titled “Student Spotlight.” We found a common theme lately in these student spotlights in that a lot of students are designing for shoe packaging. We found a few package designs that we thought did an excellent job of conveying what the brand stands for and gives the brand a personality.

Five Ten climbing shoes

In the designers words…

“My goal was to design a shoebox that would be a better user experience and would better reflect the brand. There is a lot of photography on Five Ten’s website. I wanted to take this idea and apply it to the box design. The photography incorporates both outdoor and indoor climbing, so no one is left out. The pull out drawer function also gives a fresh take on the typical shoebox. Leave No Trace policies are also something I wanted to push in this project. Leave No Trace gives tips on how to clean up after your climbing day and not to disrupt or litter the environment. This is the reason why there are no people climbing on the box.” – Ryan Huettle, University of Wisconsin-Stout

Vans shoes

In the designers words…

“With my packaging for Vans shoes I wanted to pay homage to vans roots in the late sixties and early seventies, in the California skate and surf scene. I chose extremely contrasting colors, which I felt were reminiscent of the period I was aiming to speak to. I also chose these colors because I felt they would be effective in attracting attention, even at a quick glance. The graphics covering the package are intended to reinforce Van’s brand image, as well was act as something that members of the skateboarding / surfing community can connect and identify with. I chose to use a non traditional shoebox shape, because I saw it fitting, as Vans has always been an alternative shoe brand, for alternative athletes. The new box design uses less cardboard than regular shoeboxes, and is size flexible, in that by varying the way the shoes overlap it can house most shoe sizes without needing alterations. In addition to being more efficient, the new box design is more appealing visually, both in that it is more dynamic in shape than rectangular boxes, and displays graphics more appealingly.” – Nate Eu, University of Wisconsin-Stout

Jeffrey Campbell shoes

In the designers words…

“This shoe box design was created for Jeffrey Campbell Shoes. I selected Jeffrey Campbell because I love the unique, creative, bold colors, styles and design. The brand is all about a tremendous love for shoes by those with a creative sense of style. I wanted to show off their unique, artistic style by creating watercolor and hand-drawn illustrations. This is a box that would be in a boutique for when you want to give (or receive) Jeffrey Campbell shoes as a gift! I designed it this way because shoes are a gift that you buy yourself and it should feel like opening a present. I also added a scratch-off element under the lid to provide an interactive experience. When you scratch it off, it reveals a fun quote about shoes. I utilized the Jeffrey Campbell signature in combination with my illustration work to create a bright, memorable, and iconic box design.” – Katy Verbrugge, University of Wisconsin-Stout

All three designers have a clear understanding of the brands they are promoting with their packaging designs and have and knowledge that the brand messaging needs to align with the design and look of the package because the packaging is what makes a product sell.

Source: The Dieline

It’s A Clever Little Bag


PUMA has introduced some very innovative packaging for their shoes that could change the way shoes are packaged in the future. Dubbed “Clever Little Bag”, the packaging and distribution system will reduce the paper used for shoeboxes by 65% and carbon emissions by 10,000 tons per year.

Partnering with San Francisco designer, Yves Behar, the “Clever Little Bag” will replace the cardboard shoebox with a fashionable reusable shoe bag. Not only does the bag serve as a great protector, it is a very efficient and eco-friendly way to get their popular shoes into the hands of consumers.

PUMA will be generating huge savings on the production side using fewer raw materials, less water and energy to produce, and less weight to ship and be disposed of. Further, they will be reducing consumption on a manufacturing level by more than 60% per year- approximately 8,500 tons less paper will be consumed, 20 million Megajoules of electricity saved, and 264,000 gallons of fuel oil and water saved. During transport, 132,000 gallons of diesel fuel will be saved. Due to the replacement of traditional shopping bags, up to 275 tons of plastic can be saved with the use of the “Clever Little Bag”.

By 2015, PUMA is aiming to implement fully sustainable packaging for all of their product lines. Some other things that are on the horizon in the near term are sustainable bags for all apparel collections which estimate in saving 29 million plastic bags per year. Also, PUMA T-shirts will be folded one more time to reduce packaging size and CO2 emissions and costs during transport.

More info:
PUMA Vision

Stand Out with Creative Packaging

When you walk into a store, what is it that makes you want to buy a product?  Is it the actual product itself or the presentation of the product with custom packaging that grabs your attention?  It is usually a combination of both.  Consumers typically have at least somewhat of a need or want for the actual product itself if they are going to buy it, but the creative packaging is really what makes it stand out on the shelf over the competition.

So what is it about creative packaging that draws us in?  The bright colors, the different shapes and sizes, the unique design.  It’s not something we see everyday, it’s new and exciting, our curiosity wants to see more.  The packaging is such a huge part of marketing, because products are so similar and the packaging could be the slight differentiation from the competition.  Meterdown displayed some creative packaging designs that they found:

Creative Packaging Shoes

Box designed to custom-fit the shoes.

Coca-Cola holiday bottles look like ornaments.

Coca-Cola holiday bottles look like ornaments.

See your dream sports field as you open your new athletic shoes.

See your dream sports field as you open your new athletic shoes.

Workout with your sports drink custom packaged bottle

Workout with your sports drink.

Eco-friendly paper water bottles.

Eco-friendly paper water bottles.

Unique shoe box.

Unique shoe box.

Innovative milk carton.

Innovative milk carton.

Banana case to protect from bruising.

Banana case to protect from bruising.

Make sure no one eats your sandwich.

Make sure no one eats your sandwich.

Creative juice boxes that look like the texture of fruit.

Creative juice boxes that look like the texture of fruit.

Custom packaging can truly turn your product into a creative masterpiece that gets consumers to stop and stare.  It adds value to your product with an exceptional look that is fit to meet your needs.  Consider getting an eye-appealing customized package for your product or your next project and you could see the results that a quality product presentation gives.