Rethinking Performance for Women in Motion
Storytelling / Communication / Campaign Identity Design / Packaging Design
New Era approached us to launch their new Women’s Backless Cap - a product designed to make sport and movement more comfortable for women, without compromising performance or style. Built around flexibility for different hairstyles, the cap removes a common barrier, allowing women to focus on how they move, train, and perform.
We developed a campaign that positioned the product as both functional and empowering, using strong messaging to reinforce confidence through design.
Starting from the product’s defining feature, we created a typographic system with subtle cut-out details that reference the backless construction. This became a core asset across the campaign. Visually, we introduced soft gradient transitions inspired by the cap’s pastel colourways, paired with clean, directional lines to suggest movement and speed. The result was a modern, lightweight aesthetic that worked seamlessly with warm, lifestyle-led photography - showing women in motion, wearing the product naturally.
Gifting Experience
We designed a structural packaging solution that presents the cap clearly and securely. A transparent lid reveals the product immediately, allowing the cut-out detail to be seen at first glance. Inside, a custom insert holds the cap in place, maintaining its shape while creating a sense of elevation. The exterior carries through the gradient system in a restrained way, keeping the overall form clean while subtly reflecting the range of colourways.
The unboxing experience was designed with content in mind-layered, intentional, and easy to capture. Product details are introduced through a minimal internal communication piece, highlighting performance features without interrupting the flow. The result is a cohesive system that connects product, campaign, and experience through a consistent visual and conceptual language.
