Project Brief
As part of a conceptual design challenge, I developed a brand extension for HUMMER that reimagined the rugged automotive icon as a lifestyle brand with a line of premium outdoor tents. The goal was to explore how HUMMER’s bold identity could translate into a new product category while maintaining its core values of durability, adventure, and off-road prestige.
Deliverables
multi-package design
mockups
print-ready dielines
printed prototype
3d models
Package Dielines
Art Direction
This project pushed students to think beyond traditional branding by crafting a multi-package system that felt authentic to the parent brand and compelling to a new consumer base. I focused on creating packaging that would resonate with outdoor enthusiasts, survivalists, and HUMMER loyalists alike.
