Barebones was at a turning point in their brand. They were transitioning from a outdoor performance brand to more of a outdoor living lifestyle brand. They needed new packaging to support this new position.
With the Barebones brand being based on product features and performance, high end lifestyle stores would not be interested in carrying the product. The challenge was to reposition Barebones to appeal to these retailers.
Product features were downplayed in exchange for a clean presentation of the product. Higher end packaging materials such as wood, leather, and metal rivets were used to bring value to the product through the packaging, and gave it a tactile quality missing in the previous packaging.