Patagonia Provisions
Challenge: Patagonia Provisions, the upstart organic/regenerative food division of Patagonia, was struggling to break through in the grocery space. Research showed that closer ties to the parent company’s iconic brand could increase recognition, generate credibility around quality and environmental commitment, and ultimately, boost sales.
Solution: My team and I created and executed an entirely new packaging and marketing-communications system that reflected Patagonia heritage, broke through the clutter in a crowded marketplace, and accommodated the needs of multi-sku CPG. Bold design and short, snappy package copy, combined with longer-form digital storytelling and aspirational photography, to leverage Patagonia heritage while demonstrating the brand’s deep environmental commitment.
Result: New packaging and digital assets led to resurgent cracker sales. Tinned fish products, with the new packaging, lead sales across multiple skus. And the new beer cans and cartons accelerated sales while earning a feature in DIELINE Magazine.
“Dylan Tomine is the rare creative leader who combines inspiring vision with the ability to translate it into emotional, effective brand experiences. As Creative Director at Patagonia Provisions, he balanced respect for heritage with bold innovation, led a highly engaged team with empathy, and ensured the work delivered on both creative and commercial objectives.”