Lululemon
Science of Feel
Helping one of the world’s biggest athletic apparel brands communicate their technical performance and innovation.
Lululemon is the leading athlesusire brand of our time and yet their consumers have no knowledge of the advance fabric technology behind their yoga pants and leggings. My team was challenged to bring to life the science behind 20 years of lululemon fabric and product innovation.
We developed a product benefit system and visual language for both 2D and 3D expression, extended the system across touchpoints, and managed and art directed a number of related campaigns and activations.
The resulting Science of Feel framework was more than a campaign, it’s a product development philosophy that educates lululemon’s clients on the innovative Hero Elements (fabrics, construction techniques, and technologies) that are unique to Lululemon.
We designed and implemented a full design system to explain the Science of Feel. The work is used widely across:
Ecommerce
Website
Social
