lululemon: Travel by Baked

lululemon challenged us to come up with a strategy, messaging, and visual direction that spoke to their core consumers' desire to pack less and do more.

We wanted to make it really clear what role the lululemon travel capsule plays in the life of their customer. To position the product as their sidekick, making it indispensable to them.

We injected design elements like arrows and barcodes from boarding passes to provide an instant cognitive link with travel. Subtle repetition throughout the visuals helped us to communicate the journey and we used GIFs in key placements to show the same outfit pieces in different scenarios. Throughout, we built the travel narrative and “less is more” capsule approach through product imagery, b-roll and textures.

Our approach was to capture imagery which evokes feeling - we’d go as far as to say joy. This was captured through movement, energy and a portrayal of connection - between the talent and with the environment. We teamed up with photographer Iris Humm, who brought this vision to life perfectly.

Through an aesthetic defined by confident looks, we communicated the feelings of security, honesty and authenticity throughout. Through some individual shots, there was even be a tinge of vulnerability that many of us feel when travelling solo.

Ultimately we were focussed on showing the travel capsule as the enabler and partner in adventure.