Escadrille

Flexible packaging system concepts for high-end custom cycling apparel startup navigating brand development

Whiteboard collaborated with Escadrille, a young startup creating high-end custom cycling apparel, during their foundational brand development phase. The challenge was complex: the logo was being re-engineered, brand story and film were in development with McFaul+Day of the UK, marketing plans remained fluid, and even apparel designs were being finalized. Rather than wait for perfect clarity, our team embraced this dynamic environment and went with the flow. We developed initial packaging concepts that visualized a simple yet flexible system capable of accommodating different products and sizes while maintaining the sophisticated aesthetic essential to a premium cycling brand. This adaptable approach provided Escadrille with packaging direction that could evolve alongside their developing brand identity.