let's build a modern outdoor brand
As Creative Director for Bespoke Post’s Private Labels, I helped grow WREN from a small white-label selection into a fully realized men’s outdoor lifestyle brand—shaping strategy, identity, product and packaging design. I led a cross-functional team of hard goods, soft goods, apparel, and graphic designers and launched 250+ SKUs spanning apparel, coolers, bags, tools, electronics, and outdoor gear.
BRAND STRATEGY
CREATIVE DIRECTION
MARKET RESEARCH
LINEPLANS & ROADMAPS
PRODUCT DESIGN
PACKAGING DESIGN
CREATIVE DIRECTION
MARKET RESEARCH
LINEPLANS & ROADMAPS
PRODUCT DESIGN
PACKAGING DESIGN
brand strategy & identity
We positioned WREN as an outdoor lifestyle brand designed to follow our customer from hiking trails to backyard lounging. The flying “W” wings became the hero graphic—bold, simple, and instantly recognizable across apparel and gear. A signature pop of orange and a minimalist, utilitarian design system carried through all packaging, branding, and collateral to create a cohesive, modern identity.
dry bags
Our insulated dry bag cooler has been one of the 5 top-selling products at Bespoke Post since its launch. We recently expanded the assortment into other dry bag styles.
camp furniture
We expanded our camp furniture into two distinct lines, driving 300% growth YOY in our furniture sales.
drinkware
We developed a signature line of drinkware including insulated growlers, tumblers, pint cups, and a 3-in-1 beer frosty.
camp gear
We launched an evergreen pipeline of small camp accessories that resonated with our customers' outdoor hobbies.
summer collections
We refreshed our s/s collections yearly including coolers, dry towels, inflatable pools, and a line of waterproof adventure speakers.
accessories
Before expanding into outdoor apparel, we developed a strategic line of wearable accessories to validate customer interest.
apparel
In 2024 we launched an apparel line under the design direction of Evan Gleason, evolving Wren's lifestyle brand into casual outdoors menswear.
credits
Creative Director, Private Label Brands: Marcelo Cardoso
Chief Merchandising Officer: Leann Greto
Brand Managers: Dan Hendricks, David Jaffe
Design Director, Apparel: Evan Gleason
Product Designers: Tim Predzimirski, Sarah Vergin
Graphic Designers: Abigail Lund, Shelly Lu
Product Developers: Meg Amsterdam, Lily Guseman, Francisco Munoz, David Jaffe
Photographers: Kevin Wells, Jay Mason, Drew Gardner,
Photo Art Direction: Claire Levy, Luke Janos, Joelyn Dal
Brand Managers: Dan Hendricks, David Jaffe
Design Director, Apparel: Evan Gleason
Product Designers: Tim Predzimirski, Sarah Vergin
Graphic Designers: Abigail Lund, Shelly Lu
Product Developers: Meg Amsterdam, Lily Guseman, Francisco Munoz, David Jaffe
Photographers: Kevin Wells, Jay Mason, Drew Gardner,
Photo Art Direction: Claire Levy, Luke Janos, Joelyn Dal
