GRIT AND GUSTO

BRIEF

Redesign Father’s Day merchandising, blending the ruggedness of John Wayne movies with the warmth of fatherhood.

SOLUTION

Break traditional boundaries, intertwining raw leather aesthetics, classic hickory stripes, and dad-isms into a collection as daring as its intended audience - the fathers.

SERVICES & SUPPORT

Branding , Creative Direction, Illustration, Messaging, Packaging, Product, Strategy

Creative Direction: Garry Booth
Packaging / Production: Kevin Bannister

Forged with Grit, Crafted with Love

We set our creativity loose, channeling timeless trends and a penchant for the bold. The result? A creative powerhouse that drew from American traditional tattoos and dad-isms, crafting a tribute to fatherhood that was as rugged as it was heartfelt. Papyrus stores were revitalized with an accessible, elevated look that appealed to the modern-day dad.