—Soulcycle X lululemon
This was a collaboration that super fans of
both brands had been waiting for. It celebrated technical gear specifically
made for sweaty, endorphin-inducing Soulcycle spin classes. The branding was
inspired by the reflective wordmark on the products themselves and nodded to
the two brands coming together as one. It was used across all
collateral—hangtags, packaging, P.R. look books, social, e-commerce, and a heat
set on the gear. A highly anticipated product launch like this needed some
pre-buzz, so we created behind-the-scenes videos and dropped teasers leading up
to the launch.
Branding
Print & Packaging
Art Direction
Print & Packaging
Art Direction
Creative Direction - Remi Paringaux
Art Direction - Katie Bambro & Janine Merkl
Design - Janine Merkl & Tora Hylands
Copy - Arrabelle Stavroff
Photographer - Mary Rozzi
Film Director - Sammy Rawal
Art Direction - Katie Bambro & Janine Merkl
Design - Janine Merkl & Tora Hylands
Copy - Arrabelle Stavroff
Photographer - Mary Rozzi
Film Director - Sammy Rawal