Shelflife X Nike SNDR Launch
We were commissioned to create the campaign visuals for the relaunch of the iconic ’99 Nike SNDR. The campaign was targeted at millennial and Gen X audiences with a shared nostalgia for the late ’80s and ’90s. Each touchpoint was designed to feel like a step into a street-style pixel world.
We developed campaign elements for Shelflife’s social media, paid ads, the launch event and in-store displays.
We designed a custom shoebox created exclusively for VIP customers — a great example of pushing creativity within practical constraints. The box needed to feel premium and distinctive, while still being feasible for manufacturers to produce in a limited run. After exploring multiple concepts, we landed on a two-layered, pixelated reinterpretation of the original ’90s box.
The first layer was filled with nostalgic ’90s-inspired treats, from sherbet and glow sticks to a glow-in-the-dark toy creature, adding a playful sense of discovery to the unboxing experience.
The store and launch event
Launch event at Barcadia, Cape Town
Shelflife store window signage
Custom Arcade signage and floor vinyl
The Lumen Project
Credits
Design&Illustration: Viola Hunter & Lené van Heerden
Animation: Lené van Heerden
Client: Shelflife
Project done whilst working at We Are Batch