JC Penney requested a premium remote control helicopter to sell during fathers day and later in the 4th quarter. We knew the packaging had to reflect the high price point and speak to the man who had everything. 

We wanted a balance between tech and tasteful and ultimately 2 concepts were presented. Both concepts divided the product into 3 groups, the controller, the helicopter and the recharging parts. 

iFlight black knight- Highkey red highlights in spot gloss against a matte black carbon fiber texture case give this concept a bold and premium look.

iFlight X- White, clean, tech. The Same packaging construction and concept that divided the product into 3 groups, the controller, the helicopter and the recharging parts. but links the iFlight name with the EXRC brand as a bold graphic. 

Creative Director: Mark Huntoon

Art Director: Stephen Foster

Photographer: Eddie Berman

The UK department store, Debenhams, has long been the premier upscale shopping destination with 178 locations across the UK, Ireland, and Denmark. Debenhams wanted a facelift to their private label men's and ladies gift brand, GADGET SHOP. We focused on designing the "G" into a strong icon with a modern retro feel. 

Concept 1 used the G as a label seal that would wrap over the top of the package. The subtle, clean, geometric pattern background helps to modernize the overall perception.  The yellow frame and sides help to brighten and keep this from becoming dark and negative. The yellow product descriptors at the bottom, help to balance the label at the top.

A variation on concept 1, moved the geometric background to the sides and kept the packaging front clean and upscale. 

Concept 2 moved the G to the side into a horizontal format allowing for more emphasis on the Gadget Co name.  The warm yellow and golden hue accents are applied to the organic geometric pattern for a more contemporary feel. 

Creative Director: Mark Huntoon

Art Director: Stephen Foster

Photographer: Eddie Berman

Art of the Gentleman is a brand sold to U.S. and Canadian department stores. The Brand was purchased in 2012 and was in need of a complete rebranding to regain market share. 

Rich product photography combined with a redesigned logo to capture the silhouette and elegance of a man in a dark suit,  paired with the classic font BernhardGothic and placing it all against a classic, yet modern textile pattern often found in finely tailored clothing helped to elevate this line back to the premium level it deserved. 

Creative Director: Mark Huntoon

Art Director: Stephen Foster

Photographer: Eddie Berman

brings the vibrant spirit and colorful tradition of Provence to a world-class collection of casual, quilted cotton travel bags. Light casual bags made of cotton quilted materials. Sold in seasonal colors to compliment any attire. This new launch was targeting the affluent, country club woman who needed a bag for travel or everyday use. The name evokes the French country sides constantly changing color pallet. The script font and large monogram CP complement each other for a classic style.  

New product designs and patterns were launched for each season along with a wholesale catalog. The Branding needed to be flexible enough to change with the new color product pallets, yet bold and structured enough to maintain visual continuity. 

Creative Director: Mark Huntoon

Art Director: Cora Roman

Photographer: Susan Buckler

Packaging branding concept for running equipment focused on safety and high visibility.

The brand name combined visibility and fitness and incorporated bright neon green and the chevron symbol rotated on its side to also mean movement.

The packaging graphics mimicked a dark night and the visibility of the high key neon green that is used on the product. Behind the product the chevron pattern was subtly printed. The packaging shape repeated the chevron arrow giving more branding and making the packaging more distinct.

Every package used a icon system for safety features and a violator such as “be safe, be seen” as the “why buy” supported by a lifestyle inset photo.

Packaging consisted of blister cards, header cards and vinyl pouches.

Creative Director: Mark Huntoon

Art Director: Susan Quint

This line of premium travel accessories was sold into every major airport in the world. The line was over 90 SKU’s and included clamshell as well as openable “clam boxes” that allowed the consumer to open the packaging and touch/feel the fabric items. Sealed clamshells had a perforation on the back to allow the consumer to easily open the packaging without scissors or a knife while inside Airport security.

We wanted a packaging design that reinforced a message of strength, engineering and quality. The silver and black supported this message and created a background for the brightly colored products to stand out against. All packaging was limited to 6 sizes so that different product assortments could be easily planned for while also standardizing the packaging graphics to make it easily shopped by the consumer.

All of the packaging had 5 western languages on the back so it could be sold across different markets. Instruction manuals were translated into 18 languages including 3 forms of Chinese.

Our challenge was to take the stale, faux wood tabletop games, and transform the product and the branding into a contemporary, fresh and exciting product that captured the excitement of 2 people competing. 

Contemporary product illustrations, bold colors, removing of all the faux wood combined with the strong branding and stadium environment lead to strong sell holiday throughs at CVS and major sports retailers.

Creative Director: Mark Huntoon

Art Director: Stephen Foster

Photographer: Eddie Berman

Creative Director: Mark Huntoon

Art Director: Suzy Quint

Photographer: Eddie Berman

A line of exercise equipment sold to major sports retailers such as Dicks, Sports Authority, Academy Sports and Outdoor.

Creative Director: Mark Huntoon

Art Director: Kurt Leumis

Photographer: Eddie Berman

Creative Director: Mark Huntoon

Art Director: Cora Roman

Photographer: Frank Grunberg

Created and designed to target the Walmart, Kmart and Dollar General customer who wears camouflage patterns daily.

Creative Director: Mark Huntoon

Art Director: Stephen Foster

Photographer: Eddie Berman

Creative Director: Mark Huntoon

Art Director: Kim Goss/Cora Roman

Photographer: Jens Mortensen

Creative Director: Mark Huntoon

Art Director: Susan Quint

Photographer: Eddie Berman

Sportline is the worlds largest producer of pedometer and heart rate watches. Sold into Target, Walmart and all major sporting goods retailers, our team rebranded and redesigned the packaging and all collateral to reflect the technology and cutting edge nature of the product catalogory. 

The Sharper Image brand has always been synonymous with clever tech gadgets that simplify everyday tasks.

Our Marketing and Product development team targeted the smartphone as a new category to pursue with the launch of these 3 smartphone accessories. Our task was to stay true to the brand language but develop a new package that stands out as a new product category. The challenge was to keep the clean Sharper Image brand while educating the consumer on the product features benefits. Maintaining the Sharper Image logo in the upper left kept with the current style guide.

Each photo was the combination of 2 shots. The first on a black reflective surface and then again reshooting in the same position on white. This created a well-lit product in this dark reflective environment. The green accent color was used to create interest and define the category. The circular strokes help to create movement and help draw the eye to the brand and the product. All three packages use a vertical 5th-panel construction to allow for more of the tech story to be told inside. 

For the panoramic lens kit, we added additional interest by die-cutting a hole in the front panel to allow the lens to be seen by the consumer. 

Creative Director: Mark Huntoon

Art Director: Susan Quint

Photographer: Eddie Berman