Serengeti Eyewear wanted to refresh their brand's look and feel to coincide with the launch of a new product line. Their existing aesthetic was lacking in grit and texture, resulting in an all too clinical look to their brand.
We defined a new art direction based on the new campaign line: Built to Endure. As lead designer for the project, I developed a new campaign lockup and established a new typographic style for the brand. I designed and oversaw the production of the new product catalogue, featuring the new look and feel. I also created press ads, point of sale layouts and campaign guidelines.
After the success of the 2018 campaign, I reprised the role in 2019 and 2020.
The new look and feel was inspired by Americana typography, vintage cars and rugged landscapes.
The product catalogue layouts introducing the new range of sunglasses.