REI hangtag design
REI hangtag design from Christina Conte
REI hangtag design

CLIENT OBJECTIVE: Remove the orange and bright green colors from existing apparel hangtag scheme.
CHALLENGE: Beyond the color issues the client was having, the photography seemed dated for a company that was coming out of the flannel shirt era and emerging as an edgier brand appealing to urban, travel, family and extreme sports audiences.

REI existing hangtags. Each color represented a category such as kids or snow.
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I created a much simpler palette, employing the company's iconic topographic element.
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Employing action photos of REI outdoorsy-types, this design used a neutral base color for all of the activity categories. The solution allowed the hangtags to do their job without adding to the overwhelming color from the clothing, signage and wall graphics .
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REI hangtag design

CLIENT OBJECTIVE: Remove the orange and bright green colors from existing apparel hangtag scheme.
CHALLENGE: Beyond the color issues the client was having, the photography seemed dated for a company that was coming out of the flannel shirt era and emerging as an edgier brand appealing to urban, travel, family and extreme sports audiences.

Christina Conte
Art Director, Associate Creative Director Seattle, WA