In the actual brandscape the added value is the key of the differenciation, we try to offer with "Nike Lightweight Training Underwear" a double value: the product as the main actor and the original packaging container of valuable information for the customer.
We wanted to transform the basic function of protection that a packaging offers, into a whole new differentiation element .
The developing time for this project was of only one month, reason why it was necessary to prioritize material and design decisions.
Under the slogan "Your training begins inside", we developed a special edition packaging where the customer not only acquires a product (clothing), but also a "Trainer Companion" providing valuable information for a relevant sport discipline: Thriathlon
Trainer companion from inside-out Considering Triatlhon as a resistance sport with the most exigency level in which women are involved, the intention of the concept search was identify the traditional woman, with more rigurous character sports and training practices.
The original packaging contains different types of cards.
These cards provide the consumers complete information about triathlon trainning, the sports discipline's history, competitions around the world and all type of valuable tips responding to a motivational and instructive porpouse
We emphasize the use of colours, trying not to turn aside the communication focus.
As far as its morphology, cromatic values and materiality, the objective was to reflect lightness, dynamism and technology as essential elements of the brand at the time of offering a product with this attributes.
Staying attached to the aesthetic and brand identity that distinguished Nike, we developed a innovative product able to provide an extra value relevant to the brand's universe.
In a brand universe where the extra value is the key of the differenciation, we try to offer with "Nike Lightweight Training Underwear" a potencial product: the product as the main actor and the original packaging conteiner of valuable information for the consumer, as the upgraded product.
We wanted to transform the basic function of protection that a packaging offers, turning it into a differentiation element of the whole product.