outdoor – WILDER GOODS

AUSTIN EASTCIDERS – Brand Work

July 9, 2016

agency: EMEHT.
creative direction: John Lee, Jiae Kim
design: Nicholas Skyles

When you think of cider producing regions in America, Austin, Texas hasn’t exactly been the epicenter. Austin Eastciders is turning that notion on its head. Their apples come from centuries-old cider apple orchards in Europe, which means their cider isn’t overly-sweet like most American ciders. They make it that way because it’s how cider was made when it was the most popular alcoholic beverage in America. You know, before Prohibition went and ruined everything.

OLDER, DUSTIER STUFF

SHIMANO – Perfect Pair

May 12, 2016

agency: Genesis, Inc.
creative direction/art direction: Olaf Richter

No other bicycle component manufacturer has impacted the industry quite like Shimano. Although footwear isn’t technically a component, its connection to the bike’s powertrain can’t be understated. Shimano redefined the the shoe-to-pedal interface with the introduction of SPD back in 1990. Since then, delivering footwear with the same level of innovation, material selection and flawless functionality as every other Shimano product has remained a top priority. As more and more footwear competitors entered the market, it was our job to make sure both consumers and dealers saw Shimano footwear as one more essential component on the bicycle.

OLDER, DUSTIER STUFF

PEARL IZUMI – Project E:Motion

May 12, 2016

agency: Genesis, Inc.
creative direction/art direction: Olaf Richter

They should rename the athletic shoe business the athletic shoe “claims” business. If you aren’t trying to convince people your shoes are built in some special way that will practically take all the work out of running, well then, you just aren’t going to sell many shoes. Imagine our surprise when Pearl Izumi came along and had actual scientific proof that their new midsole design indeed provided a more efficient run. At that point, we just had to piss off dog lovers and make a small child cry.