New Balance Minimus
We introduced retailers to New Balance’s barefoot-inspired running shoe by pointing out that what’s removed from a shoe is just as important as what’s included.
To announce the new line, we sent the most minimal retail kit imaginable.
Our mailer was a single sheet of cardstock. Every word was either die-cut or embossed, so no ink was added. Unnecessary letters were removed from the headlines. A pair of socks printed with the shoe’s pattern emphasized their light weight. And a vacuum-sealed envelope meant not even excess air was included.
Even the tagline “Less is more” became simply “<=>”.
