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Icebreaker Bag

2010

Role
Design

Under direction from
Fred l’Ami, Icebreaker

Icebreaker merino is a brand that’s uniquely positioned halfway between outdoor and fashion. When the Icebreaker shopping bag was created, it needed to recognize both these elements of the brand. The strategy chosen was to depict an edgy, semi-nude pair in a beautiful New Zealand setting – an image that appeals to both fashionistas and nature-lovers.