I was approached to redesign Blue Ridge Tools' packaging and, by extension, its branding. Blue Ridge, an established outdoor power equipment brand exclusively sold at Target, offers a diverse range of battery-powered tools, including jigsaws, mowers, blowers, and various accessories.

The objective was to develop a new packaging design language that would better connect with Target’s demographic. The previous packaging had a somewhat bland, private-label feel, so I set out to create a design that would be visually striking and distinctive. I aimed to blend sharp and organic elements to make the packaging stand out.

To convey the smart technology of the products while avoiding a sterile appearance, I employed a white studio image with subtle masking effects to enhance the product’s dynamism. I chose corrugated cardboard for the packaging to add an organic touch, and incorporated a stylistic topographic map of the Blue Ridge Mountains to reinforce the brand’s heritage.

On the back of the packaging, I used a dynamic Bento box layout to effectively highlight product features, making it easier for customers to understand the benefits. A continuous ribbon design wraps from the front, through the top, and onto the back of the packaging, providing a cohesive visual element that anchors the overall design.