Project:
brrr is a cooling material the product marketing utilizes for our performance headwear. For the 2024 season '47 decided to utilize the high quality brrr Pro material which gave my team the opportunity to not only build out a new sticker but revisit our current brrr sticker to see if we were effectively communicating brrr's F&B's.
Development of New brrr and brrr Pro Stickers
As soon as this project was assigned to me I got to work! First I evaluated our current sticker and the first things that stood out to me was that our iconography was very unclear and the majority of our sticker was overtaken by text. To solve for this I worked with the head of design to develop new iconography to highlight the most important F&B's and clearly communicate those F&B's to our consumer. I presented the following presentation to Head of Design, Director of Headwear, and VP of Design and Development.
Step 1: Educate on Current Sticker
I started the presentation off by clearly communicating what was and wasn't working with our current brrr sticker. I was able to determine from the product team that the gradient blue background was resonating with consumers. However, we could improve iconography to better communicate what brrr is and create a better hierarchy of information for consumers.
Step 2: Explain New Icons
The original icons were very unclear and also did not highlight the best F&B's. So we removed active wicking, which felt too similar to drying and decided to highlight the UPF protection piece of brrr. The Icons were designed to be simple and straight to the point so that consumers new exactly what the technology does ... Protects you from the sun, cools you down, and quickly dries moisture
Step 3: Provide 3 Variations
To limit the amount of back and forth between design and the product team I wanted to provide multiple options.
Step 4: Offer Additional Finish Options
We wanted to offer the product team some different finish options that would elevate the brrr pro sticker even more so consumers could clearly understand the material is high quality and worth the increased price point.
Step 5: Finalize
The final designs were approved from our VP of Creative and Head of Headwear development. The Tiffany blue creates an elevated separation between brrr and brrr Pro. The new icons are front and center allow consumers to quickly and easily understand all F&B. Lastly wanted to include the materials ability to be machine washable as if a consumer is using our hat for performance it would be important for the hat to be easily cleaned.
