Equip is a wallet-friendly brand that can be found on the shelves of Walmart. When I started at DeNovo Brands, their partnership with the retailer was still relatively new. They wanted to solidify and build upon their presence in the stores. At this time, subscription boxes for beauty products and clothes were just coming on the scene and really exploding in public view. We decided we would pitch our own version of a subscription box to Walmart, one where a customer could receive new outdoor products every quarter. We would include one big-ticket item from Equip’s line of products, like a hammock, in conjunction with smaller branded items, like pocket flashlights.
As the only designer for the company, I was tasked with coming up with Equip’s packaging identity. There were brand standards in place, but not many we wanted to stick with. We decided to strip the brand down and rely on this green color we liked from the previous brand. We came up with the graphic element we called the “ribbon”, seen wrapping around the box in green, containing the logo and text. This was an element we would continue to employ through other branding projects.
Walmart has a large conservation initiative in place wherein they invest in recycling and adding trees back into the environment. We wanted to support this idea so we decided that not only would our boxes be made out of raw recycled cardboard, but part of the program would include planting a tree for every box sold.