Serengeti Eyewear wanted to refresh their look and feel to coincide with the launch of a new product line. Designed to improve the experience of driving across harsh landscapes, the sunglasses needed to be reimagined in a grittier setting. Their existing aesthetic - clinical and polished - was replaced with rugged textures, bold typography and moody photography.
As lead designer for the project, I developed a lockup based on the new campaign slogan, Built to Endure, and established a new typographic style for the brand. I designed and oversaw the production of the new product catalogue. Additional work included press ads, point of sale layouts and campaign guidelines.