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Projects

  1. Way of Will
  2. Kensington Brewing Co.
  3. La Rocca Creative Kitchen
  4. Juno Veterinary Clinic
  5. Boma Best
  6. Kvell Home
  7. Oath Overnights Oats


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Personal Work

Contact


Cam Champ is a Toronto based art director, designer and artist.

Way of Will


Way of Will is an aromatherapeutic essential oil body care system for active lifestyles. Their products elevate training experiences (in and out of the gym) by blending natural essential oils that protect, energize, refresh, relax, moisturize, and groom the body and mind.

Way of Will approached us with the task of marketing essential oils to a more masculine demographic which would involve the creation of a new graphic packaging system. The obstacle, of course, was determining how to separate Way of Will from the typical holistic essential oil brands and attract more masculine interest in a feminine dominated space. 

We elected to incorporate elements that have been historically constructed through societal patterns to be male-centric. The graphics were designed to resemble sporting paraphernalia—jerseys in particular—to align with an outdated yet traditional idea of the male binary. The product face would introduce bold numbering, corresponding to the product’s actual SKU number, and the look and feel of a jersey. The logo and brand identity was designed to match sporting aesthetics, with an air of simplicity, sophistication and freshness.