Calia

Calia is an established apparel brand made for confident women, rooted in performance. It has since extended into fitness products that build a women-focused studio at home. This assortment is the first extension of the Calia brand into hardline products.

The first step in launching the product line was to establish the photography direction that showcased the products.  I love how the warm, studio backdrop created an atmosphere that complimented the clean, feminine model styling and allowed the products to stand out. You may also notice the model is cross-merchandised with Calia apparel to create a full workout look customers could purchase.  

Each packaging opportunity resulted in material saving solutions and high quality finishes. Reusable bags, recycled materials, and open box designs for customer interactions, were incorporated to avoid unnecessary materials to dispose of.

I am proud of the result and grateful to have art directed the packaging concepts to fruition. Products are now in stores for all athletes to explore and enjoy.

created at Dick’s Sporting Goods
studio art direction, model selection, packaging design

Photography Moodboards