the brief

Hi-Trek is a small company from Annecy launching eleven products at once: bottles, belts, shells and shoes. The packaging had to explain each product on a crowded shop wall, survive a season at the bottom of a pack and leave as little waste as possible.

the approach

We replaced plastic sleeves with recycled card tubes and a single printed band. Each terrain gets one colour, so a runner can find the scree kit or the meadow kit from across the shop, and the product name sits where a thumb holds it.

The campaign was shot in the Aiguilles Rouges in June, on the routes where the range was tested. No studio and no stand-ins: the models are the company’s own test runners, and the weather is whatever the mountain gave us that week.

the outcome

The range launched in 140 shops across six countries. The packaging uses no plastic and weighs a third of the old sleeves, and the photographs have now carried the brand through two seasons.