The Whole Package

Escadrille cycling gear

The relatively new startup Escadrille – makers of high end custom cycling apparel – approached Widgets & Stone for initial concepts in packaging. The new company didn’t have much to go on: the logo was in the process of being re-engineered, the brand story and film was yet to be developed (by McFaul+Day of the UK), a marketing plan was in flux and even the apparel designs were still being finalized.

So, the team Widgets & Stone just went with the flow – helping to visualize a simple yet flexible packaging system that could accommodate different products and different sizes, all while still looking like a top quality brand.

The team worked on a variety of concepts for both the brand identity and the packaging style. In the end, a concept proposed by Escadrille’s founder Jordan Humble won the day: a tube design, inspired by fine bourbon packaging. The unique package shape works extremely well with the different apparel item sizes and shapes – especially bibs with padding inside.

Creative Direction: Paul Rustand; Design Direction: Mandy Meredith; Design: Travis Hitchcock, Bradley Dicharry, Ben Dicks, Amy Trumbull.

The Love of the Ride, in Gear

Escadrille’s first catalog

Escadrille is named after a “little squadron” that fought in World War I. They are a challenger brand setting out to make the world’s best apparel for cyclists. They are seeking to bring the form, function and freedom that cyclists want – both on and off the bike.

After initially struggling to find a voice that matched the look and feel of the brand, they turned to Caleb Ludwick (26 Tools) to help write their introduction to the world: the very first catalog. The hitch was — it needed to be done in two weeks.

Widgets & Stone jumped in to help with design, working with photography and product rendering assets to create a functional and memorable catalog. In short order, Mandy Meredith and Paul Rustand helped to produce a small of run of digitally printed catalogs for Escadrille’s first sales trip.

Creative Direction: Mandy Meredith; Design: Mandy Meredith, Paul Rustand; Writing: Caleb Ludwick; Printing: Bennet Graphics.