It's a big deal when BOA launches a new platform. It takes years of engineering, testing, and design before it shows up on shoes. The L6 platform was no exception and was BOA's biggest launch to date.
This would be launching in multiple categories, like cycling, outdoor, and golf. BOA was also making its first major foray into the running category. The creative team was tasked with creating a premium product mailer that was as diverse as the L6 platform itself. We created a mailer that could change to different categories, the interior could adjust depending on the number of parts included, and could include a pair of shoes if need be as well.
We had a hard time finding a vendor who could create a die for the mailer sleeve and the interior foam at the quantities we were looking for. Luckily, BOA has a DIYer's dream workshop. We borrowed the laser cutter for a few weeks and set about cutting materials to the exact specs we were looking for.
This received a Graphic Design USA Inhouse Design Award in the packaging design category in 2016.
Photos by Joe Starmer
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