This design responds to a brief to update the identity of the iconic Australian R.M. Williams brand. Using images of Australian explorers overlaid with vectored shapes gave the 1800s gentlemen a modern and fun twist. The images highlight the brand’s rugged, adventurous spirit and were adapted to attract a younger, bolder and trend-conscious audience. The design included the traditional R.M. Williams tones of golden yellow, navy blue and russet brown. Product packaging was conceptualised to be sold in boxed sets and fit neatly together on the store shelf.
Photography: Elise Arumets