Parapack: Brand & Creative Strategy

“For noggin’s sake, try something different.” Inspired by origami and the ever-changing nature of our daily life, Parapack is here to challenge existing headwear design and help consumers think beyond the object that we’re familiar with by utilizing it as more than just a cap. Founded and developed by Ian Hughes and Jai-Yu Fu in San Francisco, CA.

With a stunning product already producing sales, I added value by developing a brand strategy, tone and voice, and overall creative direction to bring the brand to life. I refined the original logo to be more streamlined and modular. I led multiple workshops with the partner to identify the brand's character and tone, which then informed the brand guidelines and design principles. I also influenced the overall marketing strategy and developed design templates to be used in social media and ad platforms.

The product continues producing sales and reaching a global audience, both in direct sales and wholesale orders. As of early 2023, Parapack is now sold in MoMA Design Store and the team also recently over-achieved their goal on Kickstarter to produce P-CAP 2.0.

Brand guidelines, designed and prototyped in Figma (WIP)

Concept and product development
Ian Hughes, Jai-Yu Fu

Creative direction and design
Piper Weaver

Content strategy and copywriting
Ian Hughes, Jai-Yu Fu

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