Press Release Details

Graduate’s shoebox design is featured in new packaging book

January 14, 2013

The box may be as important as the shoe inside, according to Ryan Huettl, whose design for a Five Ten rock climbing box is included in a new book by Choi’s Package that showcases cutting-edge global package design.

Ryan Huettl shoebox designChoi's Gallery, based in California and Shanghai, China, publishes design books and magazines that focus on architecture, fashion, graphic design, interior design and product design.

Huettl, of Seymour, graduated in December with a Bachelor of Fine Arts degree in graphic design and interactive media. He designed the shoebox for his product packaging class. His philosophy was “to provide a better user experience and to better reflect the brand,” he said.

He incorporated his own photos of outdoor and indoor climbing and designed a pull-out drawer that “gives a fresh take on the typical shoebox.” He also screen-printed the logo, rock texture and company tagline, Brand of the Brave, on the inside.

“Even when the drawer is pulled out, it doesn’t take away from the design,” he said.

To tie in with the company, Huettl chose to make the pull strap for the drawer a fabric loop reflective of a climbing harness.

“Five Ten has a lot of photography on their website. I wanted to bring the photo aspect along with indoor and outdoor rock climbing to one package,” he said, adding that Five Ten is one of the top brands of climbing shoes.

He has not shown his box to the company, although “I do wonder what they would think of the design,” he said.

Huettl’s design was featured in the university’s Best of Design Show in April. He also had it featured at The Dieline,, a popular website that focuses on global packaging design trends. He then was contacted by Choi’s Package, which asked for permission to use it in the book.

“You never know who may be looking,” said Huettl, who is working as a freelance designer.

To see the shoebox and other designs by Huettl, go to his website.

For more information about the UW-Stout graphic design and interactive media program refer to the website.


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