We all wear shoes but how often do we think about the laces that keep them together? Mariana Gorn designed the clean and effective packaging for HICKIES Laces. The transparency of the packaging allows for the shoelaces to stand out, which in some cases automatically brings color and attracts your eye directly to the product. We don’t think we’ve ever seen shoelace packaging get this kind of design love.
“HICKIES Laces are the next step in the evolution of footwear. They make any shoe look, fit, and feel better due to their unique modular design. Not only do they transform any shoe into a slip-on (no more tying!), their patented, adaptive material conforms to your foot’s shape and movement, making any shoe custom fit to you and super comfortable. Established in 2012, the footwear startup struggled with multiple forms of packaging in an attempt to communicate the unique benefits of a product that was never before seen in the footwear space.”
“On its own, the product is not easily identifiable, an indicator that the previous one-size-fits-all forms of packaging were not optimal. By creating individual artwork for each colorway, the flexible pouch redesign provides product clarity and brings the usage context to the forefront. A visual hierarchy was also established to simplify the flow of information with a first time user in mind. Technical information moved to the back, and an accordion insert accompanies each pack with installation instructions and information about the brand.”
“As an added bonus, the updated design streamlined logistics at the supply chain level by reducing cost, volume, weight and lead times, while increasing durability by 500%.”
Designer: Mariana Gorn
Packaging Developer: Andres Marcos
Photography: Corey Olsen
Client: HICKIES
Manufacturer: Outlook Group
Location: Brooklyn, NY
