MEC - Hello, old friend
In late 2021 I was part of a small team who spearheaded the re-re-branding of MEC, bringing back its iconic ‘twin peaks’ logo. The new / old logo’s first appearance on MEC branded gear was fittingly on a limited-edition release of retro inspired gear. Each piece of gear had a small tag with the words ‘Hello, old friend’ sewn into a hidden spot - a tag line we used for the relaunch of the logo. We leaned into the line, creating good vibes all around for the MEC faithful.
Role: Creative Director
Copy: Karen Benson
Photography: Brenndan Laird, Will Saunders
Role: Creative Director
Copy: Karen Benson
Photography: Brenndan Laird, Will Saunders
Instagram story - Rad pants
Instagram story - hip pack
Rad Pants - 1989 and 2022
In-store podium display