SnoZone was a Capelli New York project designed for Walmart. I worked on the branding and package design, and created the origin story:

The Story of SnoZone:

The Abominable Snowman, Barmanou, Yeren, Yeti... This creature goes by many names. Though no account of this ancient biped attacking or injuring a human can actually be verified, this creature has a reputation for being bloodthirsty, aggressive, and generally unpleasant to be around. And why, you ask? Because it prefers seclusion? Because its large stature is physically intimidating? Because it lives in a seemingly unlivable habitat? Whatever the reason, one thing is sure, the mention of a Yeti strikes fear into the hearts of even the most intrepid mountaineers.

All this would change, however, with the discovery of the SnoZone. A region tucked between the tallest peaks of the Himalayas, the SnoZone had never been explored until drone technology made capturing video from this isolated area possible. When our team of researchers first launched our futuristic flying cameras, we had no idea of the paradigm-shifting discovery we were about to make. As we focused in on the SnoZone, the images on the screen shocked us. For there, hidden deep in the most remote location on the planet, was a city of Yetis.

As we zoomed in, we found these legendary snow apes to be masters of chilling out, hanging out, and having an all-around good time. Sliding down the mountainside, cracking open a cold one, and listening to a rockin’ playlist seemed to make up about 85% of the Yeti’s daily activities. We couldn’t have been more wrong about the Yetis; they are not vicious animals, they are party animals!

They even have advanced technology devoted mostly to the creation of snow tubes, inflatable sleds, and other types of outdoor snow gear. Our studies show this technology increases their enjoyment of winter weather by a whopping 250%. Though we still couldn’t communicate directly with the Yetis, we were able to take many pics and vids of their manufacturing process, which allowed our scientists to reverse engineer some of their designs.

The result is this new, groundbreaking line of SnoZone snow gear, named after the hidden region from which the technology was stolen, er, borrowed. Swoosh down the slopes, launch off a snow jump, or pull your kids down a snowy path, and remember, if we can get past our fear of the unknown, a snowy utopia in which humans and Yetis tube, sled, and party together may someday exist.