Limited Edition Shoebox design and copywriting for
Futuremade Studio x Reebok Instapump Fury Trail (2021)

Size: 370mm (l) x 27mm (w) x 13mm (h)
Material: Chipboard wrapped with brown craft paper
Printing: 2 colour Pantone with sand spot UV
Photographs: Mò Shēng Rén 陌生人

Packaging design, Copywriting, Art Direction, Shoebox

FTMD.’s mascot, Morris (short for Morrissey), brings us on a journey to the outdoors. Morris is always on the go; one day, he’s running around the city and the next, he’s hiking up a hill to set up camp. Morris sends us a gift in the form of Reebok Instapump Furies, to explore unknown territories, experiencing nature and what life has to offer.

Toying with the idea of a gift that has travelled, mailer boxes became the concept behind the design of this shoebox. The graphics on the shoebox mimic stamps and packing stickers with easter eggs; like the coordinates of Futuremade Studio’s very first flagship store and the hex codes of the two colourways, Dusk and Dawn. These two pairs of shoes that come in this shoebox is exclusively sold by Futuremade Studio with a limited quantity of 120 boxes.