There's a Champion in Here
Innocean, the advertising agency for Champion called on us to help express their compelling big idea that within everyone lies the heart of a champion, especially when driving a vehicle. The request was that we evolve the classic American business into a lifestyle brand. We started with their auto parts packaging, and took the approach that functional packaging can be totally cool. We commissioned fine artist Coop (who is steeped in Hot Rod culture), and asked him to celebrate each car part as a thing of beauty and paint them in his distinctive graphic style. We crafted a product driven system that maintains Champion's original style cues with a brand new look.