Eskudo & Ginka
Packaging Design & Advertising Campaign
Project Overview
This project reimagines the packaging campaign for two Decathlon futsal shoe models: Ginka and Eskudo. The goal was to establish a bold graphic synergy between both models while capturing the energy and movement inherent to sports culture.
01. Research & Moodboards
The creative process began with extensive visual research into dynamic halftone textures, kinetic color blends, and retail packaging formats. Two moodboards guided the exploration: one focusing on chromatic motion and organic gradients, and another analyzing packaging structure and structural interaction.
02. Concept & Slogan: "Feel the Pulse"
Centered around the campaign tagline "We Are Pulse - Can You Feel It?", the identity translates the athlete's adrenaline and physical heartbeat into vibrant halftone patterns. The palette directly echoes the footwear's vibrant shades of orange, yellow, warm red, and athletic blue, unified under Decathlon's modern Avant Garde Gothic typography.
03. Dielines & Halftone Pattern Generation
Custom parametric patterns were created to wrap seamlessly across the 3D surfaces of each box. By varying the base background hues - sun-drenched yellow for Eskudo and deep royal blue for Ginka - each package achieved a unique character while remaining part of an unmistakably cohesive product family.
04. Prototyping & Functional Testing
Multiple rounds of scale printing and assembly tests evaluated cut alignment, crease tolerances, and structural integrity. The functional boxes feature integrated shoelace carry handles and velcro tab closures, transforming standard shoe packaging into an easy-to-carry retail experience.
05. Final Model & MUPI Campaign
The project culminated in the full-scale fabrication of the Ginka prototype alongside a high-impact urban MUPI poster campaign. Pairing textured halftones with vector athlete silhouettes, the promotional poster visually harmonizes the footwear, packaging, and the central campaign narrative.
