Packaging & Product Refresh

In 2017, I served as our lead designer on the Stearns brand refresh. Despite it's sub-brand, Puddle Jumper, being a category leader, Stearns had fallen to the wayside in the last decade or so. Originally associated with industrial or military needs, the Stearns brand faced a massive uphill battle at retail and had little to no brand recognition - often times being beaten out by other brands such as O’Neil and SeaDoo that were commonly associated with extreme water sports.

As a part of the overall brand strategy, we aimed to position the brand as the life jacket for the casual boater and water sports participant - and the design scheme I developed was grounded in that guiding insight.