A VISUAL LANGUAGE FOR TIMBERLAND'S FUTURE73
Timberland
Brand Design
Product Design
Seeding
FOCUS
Create a distinctive visual identity for FUTURE73, Timberland's 50th Anniversary collaboration platform. The objective was to establish a premium, scalable design system that could unify a global collective of collaborators while supporting storytelling, product launches, campaign assets, and future creative expressions across the platform.
EXECUTION
After the introduction of FUTURE73 as the official name for Timberland’s 50th Anniversary collaboration platform, ICNCLST was tasked with creating its visual identity. The challenge at hand was to honor the past five decades of the brand’s history, while providing Timberland with a foundation for peak creative expressions to come. Following extensive deep dive into the brand’s archive, and our knowledge of the creative class making up the FUTURE73 collective, we devised the following visual system for the new platform.
The core mark sees “FUTURE” given a forward-leaning type treatment, while we spotlighted “73", acknowledging the brand’s founding year. On the aspect of color, we leveraged Timberland’s existing ties to the color orange, while evolving the hues to bring an added dynamism and vibrancy. Black was chosen as the contrasting color, ensuring that FUTURE73 felt both visually related to the Timberland brand world, but its elevated, pinnacle expression. A modern, technical typeface was selected to supplement the core visual identity.
CULTURAL IMPACT
FUTURE73 elevated Timberland's 50th Anniversary beyond a commemorative campaign by creating a platform for creative collaboration. The visual identity united a global collective of artists, designers, and cultural innovators under a cohesive design system while allowing each collaborator's unique perspective to shine. As the platform evolved across product launches, storytelling, and brand experiences, FUTURE73 became Timberland's pinnacle creative expression, reinforcing the brand's relevance and inspiring the next generation of creators.
Packaging
Early on, we decided to create a consistent packaging design for the creative cohort. To customize the design to each part, we devised a modular system which saw a series of collaborator-specific labels that could be interchanged for each drop. Each label features the campaign manifesto, while also including the Future Maker’s name / logo, and a bio, to provide the consumer with further information on the platform, as well as the designer of their product.
This orange label was applied onto a True Wheat colored box, referencing the classic color of the 10061 that each of the collaborators used as their “blank canvas." The packaging system was expanded further, allowing the creation of a modular system to be translated onto product and size labels for apparel and accessories.
Seeding
As an extension of the FUTURE73 visual world, we subsequently designed a bespoke seeding program to support each of the FUTURE73 Visions that have taken place over the course of 2023.
Recipients received a pre-packed Adventure Pak that provided them with footwear and an accompanying apparel piece for their next outdoor endeavor. The bag exterior is crafted from 100% post consumer plastic, with a water-repellent finish. Each bag also features an adjustable strap system allowing the user to configure the pack to best fit their next adventure.
To give friends and family members of the brand more insight and detail, we designed a series of communication cards that included a handwritten note and design blueprints. Further reinforcing the brand's commitment to renewable efforts, each package also included a plantable card, embedded with wildflower seeds.
Utilizing ICNCLST’s global network of creatives, our team delivered the kits to the doorsteps of each and every person that shared the same love each designer has for the Timberland boot. Across social media, press publications, creative communities, and even hiking enthusiasts, the F73 product canvased the world, ensuring the products and points of view were made to be seen and experienced to the fullest.
