Nike X Toronto Raptors

Shoe Box Design

The Concept/Goal:

(Student Work)

This concept involves designing three special edition packages for the classic Nike shoe box, inspired by the Toronto Raptors. This process includes gathering insights into the brand values of both Nike and the Raptors, understanding customer preferences, and crafting designs that effectively communicate the desired message.

Service:

Print Design

Development

Design:

Photoshop

Illustrator

Mid journey

The Problem:

There was a need to design special edition boxes that would effectively represent the collaboration between Nike and the Toronto Raptors, while appealing to both brands' target audience. These boxes must capture the essence of both brands, enhance the unboxing experience, and stand out as collector's items. Plus they need to communicate a strong visual message that resonates with fans and customers, elevating the value and appeal of the product.

The Solution:

The solution is to use visual choices that are not random, but carefully curated to capture attention, convey the intended brand messaging, and offer an appealing look to the consumer while properly using logos, brand colours, and other identity elements like the "Swoosh" logo or the Raptors' claw marks. Consistency with the brand guidelines across all three designs is essential for creating a cohesive and recognizable product line. The boxes must serve as functional packaging but also as collector’s items that enhance the customer experience and make a strong visual impact, capturing the excitement of both brands' collaboration. The three special edition Nike shoe boxes will visually integrate the Toronto Raptors' brand identity with Nike’s iconic style.

The Design's

These designs not only creates a strong and memorable visual impact but also effectively represents the partnership between Nike and the Toronto Raptors

First Design

Color scheme (Red, white, and black): These colors represent might, style, and innovation. Red symbolizes energy and strength appealing to both brands. Together, the colors create a bold, striking image that evokes powerful emotions for both parties.

Toronto Raptors ball logo: Placed prominently at the top to immediately identify the product as part of the collaboration.

Nike’s logo: Positioned on the side to ensure visibility without overshadowing the Raptors' branding.

Dinosaur claw marks: Underneath the Raptors logo, these marks add a dynamic touch to the design and acknowledge the team's competitiveness.

Repeating Raptors logo pattern: Featured on the flap of the top part of the box to create an engaging and visually interesting composition.

Nike branding at the bottom: The word “Nike” with the iconic “Swoosh” underneath strengthens the partnership with a simple, memorable design.

Overall Design: This design emphasizes the collaboration between Nike and the Toronto Raptors by combining all the elements into a visually appealing package that resonates with both fans and collectors of special edition merchandise.

Second Design

Representation of Toronto Raptors in action: The design captures the essence of the Raptors in action, featuring a mural of a player jumping to dunk a basketball, symbolizing movement and energy

Connection to Nike campaigns: The mural ties the design to Nike's traditional campaigns, emphasizing the collaboration’s shared values of performance and action.

Anonymous player: The Raptors player is kept anonymous to ensure the collaboration is seen between Nike and the whole team, not a specific player.

Off-centre Nike logo: The red "Swoosh" logo is placed off-centre on the right to balance the design while maintaining strong brand recognition

Splatter/cloud effect: Adds excitement and energy behind the player on the left side and continues down the flap to enhance movement and playfulness. It extends across the box to create a dynamic, artistic touch.

Cloud pattern on the bottom: Created in white, red, and grey to complement the design and add a whimsical, artistic element.

Clean and modern colour palette: White, red, and grey were used to focus attention on the player and the Nike logo keeping the design sleek and modern.

Final Visual impact: This overall design combines basketball, team branding and Nike's branding elements into a visually striking cohesive package that appeals to fans and collectors.

Third Design

Toronto Raptors and city representation: Design features the Toronto city skyline, symbolizing the team and their connection to the city.

Nostalgic appeal: The skyline on the top of the box creates nostalgia for fans and collectors, fostering a deeper connection to the limited edition.

Golden Nike and Raptors logos: The Nike "Swoosh" and Raptors ball silhouette logos are in gold, placed above the skyline, resembling billboards

Sophisticated colour palette: The combination of gold, brown, grey, and beige create a cohesive and sophisticated look to this box. With the gold representing luxury and success, brown bringing earthiness and stability, grey offering neutrality and calmness, and beige introducing warmth and subtlety.

Textured design: Sand-like textures add depth and make the design visually dynamic.

Memorable impact: The design effectively represents the Nike-Raptors partnership, creating a collectible and visually striking special edition box for fans and collectors.

Research

I conducted thorough background research and target market analysis on Nike to gain a deeper understanding of their brand, audience, and market positioning. This allowed me to create shoe box designs that align with Nike's values and resonate with their target demographic. Additionally, I outlined the services I would provide throughout the design process, including concept development, brand identity alignment, graphic design, and prototyping, ensuring that each box was not only visually compelling but also met Nike’s branding and marketing objectives.

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