Reebok launched a new shoe brand, BOKS, for the freesport, fashion and clubbing markets. SSM Ltd were awarded the contract to launch the brand within the freesports market, promote the teams of sponsored riders (surf, skate, snowboard and windsurf), design adverts and PoS. Additional designs were created for the fashion and clubbing markets when the contracted design company couldn’t meet their deadlines.
I also created the new brand logo for BOKS, when they wished to have an oval logo instead of the existing square logo. Personally I preferred the original square-box logo, especially as it stood out against all the ever-so common oval logo’s every other brand had. The oval logo was implemented on clothing, bags and shoes, adverts and PoS.
Icons from left to right:
01-03. Adverts (BOKS UK)
Print adverts for magazine publications including dedicated freesport magazines and various live style and youth culture publications including Loaded, Dazed & Confused, FHM... These designs were also used as PoS and promotional flyers.
04-12. Launch Pack for BOKS (BOKS Europe)
BOKS product launch pack and introduction to the freesports and sponsored riders. Designed as a series of A4 folders for each of the four freesports (surf, skate, snowboard and windsurf) containing loose leaf sheets, rider biographies, flyers, adverts, PoS, brochure, marketing and promotional information all contained in a white ‘shoe’ box. For the covers of the A4 folders wooden boxes were built and filled with the nicknacks associated with the various freesports and a relevant BOKS shoe print. And yep, that is a real live goldfish in the ‘surf’ box, and no it wasn't harmed, it tasted fine.
Credits: Reebok BOKS Launch, Promotion, PoS & Print Adverts (1994-95)
Company: SSM Ltd (Stuart Sawyer Marketing)
Art Direction and Graphic Design: Gareth Evans
Additional Graphic Design for Launch Pack: Ciaran Parr
Concept of wooden boxes for Launch Pack: Justin Hans Tudgey
Creation of wooden boxes:
Justin Hans Tudgey, Ciaran Parr, Gareth Evans, Steve Hullett, Stuart Sawyer, Gavin Randell
Photography of wooden boxes: Charlie Roff