Agency: Soho Square
Executive Creative Director: Ramzi Moutran
Creative Director: Sascha Kuntze
Art Direction & Design: Jesse Bray and Irfan Ghani
Copywriter: Gavin Stradi
Illustrator: Jagath Nanayakkara
Project Type: Produced, Commercial Work
Client: Volkswagen Middle East
Location: Dubai, United Arab Emirates
Packaging Materials: Metal box, foam mould, recycled paper
Let’s be honest, most people don’t take their off-road vehicle off-roading. It’s for these people that we’ve created this convenient off-road kit.It gets you to the great outdoors and back in less than 5 minutes.Without having to travel there at all. We based our design on a military-esque medical kit. The entirety of the design tried to convey a feeling of ruggedness. We did this with a sandblasted matte finish on the box and stenciling the logo on it. Similarly we had branding that worked combined roughness in texture and clarity through coding the items. We continued this feel into our Off-Road Guide, injecting some tongue-in-cheek humor through descriptions and bold illustrations. To break free from the rigid style of guides, we used experimental typography to spice up descriptions for each use of the contents, adding another playful layer in an obvious ironic tone of the kit.
With a limited budget we needed to find an intriguing way to inject a bit of fun, Volkswagen style. Every week journalists receive stacks of brochures and stats. So we decided to give them this kit!
Winner: Silver (Promotional Item Design) at Dubai Lynx Festival 2015.
We created a variation of the Volkswagen typeface in stencil form and screen printed it on each box. Each box has a sandblasted matte finish to create a rugged texture.