APEX Series
A goggles brand, end to end. Brand, packaging, Amazon and store, in one go.
Identity, packaging system, Amazon A+ content and a conversion-driven store for a launch MTB goggle brand, built from nothing.
- Role
- Brand and UX designer
- Year
- 2024
- Scope
- Brand, packaging, eCommerce
- Outcome
- Launched in one go
The brief
APEX Series was a launch brand in the MTB goggle category, going to market with no identity, no packaging system and no commerce presence. The brief was to build a brand that could hold its own against the established names on the Amazon shelf, then ship a direct-to-consumer store that converted without leaning on price.
The approach
I shaped the identity from the ground up, working alongside a 3D designer on hero product renders that doubled as marketing imagery. Packaging, Amazon A+ infographics and the store all came out of the same visual language, so the brand felt the same wherever a customer met it.
The outcome
Brand, packaging, A+ system and store went live together. The renders still anchor the product detail pages, and the visual language has carried into subsequent launches.