Patagonia
Strategy • Packaging
“We’re in business to save our home planet.” These are not merely words on Patagonia’s website. This is literally how the company thinks and functions across everything they do. The existing packaging for their baselayer apparel supported this in spirit, as it was merely a hangtag and a rubberband. Patagonia, however, needed the package to work a little harder to meet one more requirement… It needed to compete with a growing collection of brands selling baselayer products. Every sale missed was lowering the ultimate impact Patagonia could have on the environment.
Dan Baggenstoss led the strategy and design to reimagine the baselayer packaging for Patagonia. The goal was to create an environmentally responsible package that was attractive to the consumer and competitive amongst its peers. The strategic approach to the challenge began by identifying all waste (seen and unseen) of the current package and assessing the entire lifecycle of the product. With a holistic view of the product journey from manufacturing, to distribution, to retail, to the consumers home, a new package was designed. With minimal use of easily recyclable material, a striking product presentation was achieved while maintaining a simple and responsible relationship with the environment.
Dan Baggenstoss led the Strategy & Design of the Patagonia Packaging Project while employed at Capsule
