S/s 2024 Collection - coal headwear
Design Direction / Product Design
Overview
With a quest to find a balance of modern/technical and heritage/handmade, this season introduced some a variety of materials including air meshes, updated recycled materials, organic cottons and enzyme washed finishings. The silhouettes include a range from technical 5-panel trucker mid-crown cap to a 7-panel weathered cotton low-profile camper.
The palette was created to balance Coal's earthy and outdoor DNA with trend-relevant and fresh, new seasonal colors. The artwork package includes a variety of classic bold embroidered patches and hand-drawn all-over prints and patterns, the direction being more organic and handmade feeling throughout the line.
RESEARCH / DESIGN DIRECTION
SURFACE PATTERN DESIGN
SILHOUETTE DESIGN
Utilizing market research and analyzing sell-through data from seasons before, we were able to identify styles that are losing strength and design new silhouettes that would fit in within the collection.
Being able to offer a variety of headwear styles, these new caps are built in both natural and synthetic materials and each trim, finish, and embellishment application is specific to the style.
The more lifestyle/heritage styles boast rich materials and premium leather accents while the tech styles have more intricate paneling along with colorful and technical trims - both having equal importance to this line.
Hangtag Design
Analyzing the packaging of the product for the season ended up being a huge win on sustainability while being able to clean up the storytelling. The current tags were feature specific and some styles were getting keychains of 6+ tags to tell a story.
We were able to condense our hangtags into a clean and efficient two-piece system. The essential card is an undyed, bevel-edged rectangle with a large brand moment, QR code to our website, UPC placement, and a sustainability statement. The feature card is style specific and acts as a silent salesman - providing features and benefits in a tight package.
PRODUCT IMAGES
All imagery shot by Tyler Ravelle.
