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