2008
Concept / Art Direction / Design
Illustrations By Travis Millard

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A packaging redesign for the largest and most innovative snowboard company
in the world.

The redesign encompassed Burton’s entire product offering: boot/binding boxes, board labels, outerwear hangtags and accessory boxes. The aesthetic was later carried over into all communications for the brand.

Illustrated characters depict imagery relevant to each target demographic. Characters scattered throughout the imagery also depict ways to re-use the box, aligning to Burton’s commitment to sustainability. The packaging features multiple perspectives of the body parts, as well as characters measuring and surveying the oversized limbs – alluding to Burton’s detail oriented, holistic product development process. The exterior of the box is complimented by rich brand messaging on the interior. Lists of ways to re-use the box, recycled content messaging and hidden nonsensical messages are scattered throughout.

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Pentawards – Gold
American In-House Design Award

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Burton