Escadrille

Innovative tube packaging design inspired by fine bourbon for cycling gear startup

When high-end cycling apparel startup Escadrille approached Whiteboard, everything was in flux. The logo was being re-engineered, the brand story and film were still in development with UK partner McFaul+Day, marketing plans were evolving, and even the apparel designs were being finalized. Whiteboard embraced this fluid creative environment, helping visualize a simple yet flexible packaging system that could accommodate different products and sizes while projecting top-tier brand quality. Our team explored multiple concepts for both brand identity and packaging approach. The winning solution came from founder Jordan Humble's inspiration: a tube design influenced by fine bourbon packaging. This unique cylindrical format works exceptionally well with cycling apparel's varied sizes and shapes, especially performance items like padded bibs that require careful presentation and protection.