U.S. Army

A packaging system and creative asset style guide for the licensing program. 

As an extension of their recruitment program, and to generate licensing revenue that would go back to the soldiers, the US Army reached out to the Beanstalk Group. Our challenge was to create a packaging program and style guide which was in step with their Army Strong campaign. We strived to communicate the essence of the US Army, all the while remaining true to its rich history. The packaging solution focused on the same digital camo that the soldiers themselves wear. And for the theme art we found inspiration in historical emblems and recruitment posters, using modern, high contrast, photo-based treatments of soldiers and equipment.

Brand Style Guide  |  Brand Extension Vision Presentation  |  Theme Art Development  |  Packaging and Merchandising System

U.S. Army