Welcome to Winnipesaukee SS21


The brief

Looking to shake up their sales approach, Penfield enlisted our help to inject some personality into their SS21 sales catalogue.

How we did it

Together we created a conceptual lookbook that captured the spirit of a 1960s North American camping holiday. The idea of the piece was to inject some character into something that is often seen as a boring and predictable sales tool. We brought the lookbook to life by adding a slice of 60’s nostalgia, from the golden rules of canoeing to a handy product focussed map of Lake Winnipesaukee.

These little details added some extra character to the catalogue, giving the brand a new tone of voice that didn’t take itself too seriously.

(c) Proper Group 2022