Global brand design consultancy Elmwood worked with new footwear company POP Village to create the brand identity and packaging for their collection of plimsolls, a line of British athletic shoes debuting at summer music festivals this summer.

Each pair of shoes is merchandised inside a striking cardboard tube with a pop-top aimed at creating iconic packaging that is not only engaging to customers, but works well in a festival environment. The tubes feature hand written-style text communicating messages about the brand’s ethos and a palette of on-trend shades, including cherry red, denim blue, candy pink and navy.