Create packaging for the launch of Dockers new Alpha khaki that introduces the 1, 5, and 10 year ageing process of these pants, and continues the brands mission of masculinity.

To highlight the 3 different pants finishes - 1, 5, and 10 year - we naturally thought of whiskey, another aged product. So we designed a tube for each year's finish, and packed them all into a wooden crate. Then, we surprised 600 of their online customers and influential bloggers with 3 free pairs of Alphas in the 3 different finishes, for this one-of-a-kind packaging.

To generate buzz and excitement in the fashion world, the 3 pant finishes were packaged in individual tubes and placed in a whiskey crate that was delivered to key bloggers and influencers, further driving conversation and interest around Dockers’ new launch.