Wrangler
Rooted
Collection™

Wrangler is one of the largest denim producers on the planet. They also happen to be a leading force in the movement toward more sustainable apparel sourcing and manufacturing. With the Rooted Collection™, the brand had an incredible story, but they needed help telling it.

We worked with Wrangler to develop this special collection made with 100% sustainably-grown cotton from five states in the southeastern USA. Our team was tasked not only with designing the identity and packaging for the collection, but with naming it, crafting the messaging, and capturing photo and video. From the language on the jean pockets to the taglines in print and digital advertising, we needed to tell a human story to connect on an emotional level. Taking a celebratory tone, each design element catches the eye as wholesome, aspirational and distinctly Wrangler.

My Role:
Project Lead & Account Executive
Concept Development
Copywriting
Senior Producer (Photo & Video)

Design & Photography by Adam Dixon
Work produced while at Airtype

To capture photography for the collection, we went on-location at one of the farms where cotton was grown for the Wrangler Rooted Collection™. I had a blast.