Overview

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Cabela’s, a trusted name in outdoor gear and apparel, sought to expand its branded product line with a boot and leather dressing that aligned seamlessly with its heritage-driven identity. The challenge was to take an existing product manufactured by Invelop Inc. and redesign the packaging to reflect Cabela’s distinct visual voice. My task was to design the top and side labels, render them onto realistic product mockups, and create shipping box packaging—all rooted in Cabela’s iconic brand language.

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The Challenge

The original product packaging lacked cohesion with Cabela’s established identity. The goal was not only to redesign the labels but to ensure that the new packaging resonated with Cabela’s audience: loyal outdoor enthusiasts who value rugged durability, authenticity, and brand trust. The challenge lay in balancing functionality with brand storytelling, ensuring that every element, from typography to material finishes, evoked Cabela’s outdoor legacy.

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My Role

I was responsible for the full creative execution, including:

• Designing the top and side labels using Cabela’s brand standards
• Rendering the packaging onto product mockups for stakeholder approval
• Designing the shipping box with consistent branding and practical utility
• Ensuring visual harmony between product and shipping presentation

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Strategy & Process

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Discovery & Research

I began by studying Cabela’s existing brand guidelines, analyzing color palettes, typography, and logo treatments that define the outdoor retailer’s identity. This informed every design choice, from earthy tones to bold but functional type, ensuring alignment with the company’s broader product ecosystem.

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Label Design

The top and side labels were crafted to balance clarity and rugged appeal. I refined the hierarchy of information (product name, usage instructions, and brandmark) so the design communicated function while maintaining Cabela’s premium outdoor aesthetic. I then created two distinct label options for stakeholder review.

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Mockups & Visualization

Once designs were finalized, I created photorealistic renderings of the jar with the new labels. These mockups allowed stakeholders to visualize how the product would appear on retail shelves, ensuring brand alignment before production.

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Shipping Box Design

For shipping and distribution, I designed a branded box that extended Cabela’s identity beyond the product itself. The box featured bold logo placement, sturdy visual cues, and a layout that maintained consistency with the retail-ready labels.

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Results

Performance Metrics

• Streamlined approval process thanks to realistic mockups
• Improved cohesion between Cabela’s private-label products
• Clearer hierarchy of product information for retail display

Business Impact

• Elevated brand credibility by aligning packaging with Cabela’s heritage-driven identity
• Ensured smooth integration into Cabela’s product line with scalable packaging solutions
• Strengthened visual storytelling, enhancing consumer trust in the Cabela’s label

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Conclusion

This project demonstrated the power of thoughtful packaging design in reinforcing brand identity. By aligning typography, color, and structure with Cabela’s rugged and trusted persona, I created packaging that not only served a functional role but also elevated the perception of the product within the outdoor retail market. From label design to shipping boxes, every detail worked together to bring Cabela’s Boot & Leather Dressing to life as a seamless extension of the brand.