FutureBrand‘s Track&Field packaging treats sports gear as a modular system rather than retail clutter, not to mention the prevalence of plastic clamshells and other PET-heavy containers that are harder to break into than the sport itself.
And for something so stripped down, they also managed to make it look pretty cool. Hexagonal boxes reference track geometry and training grids, creating stackable logic across categories. The typography is clean and functional, borrowing from performance labeling. Kraft brown paired with electric blue signals material honesty sharpened by motion. This system prioritizes structure, reuse, and disciplined visual rhythm.
Amanda Oliveira, Head of Design at FutureBrand, shares more about the design below.
