The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Craft / Printing & Paper Craft
Annual ID
OS23_DE187M
About the Work
Harley-Davidson embodies the love of the open road. But one group of riders has faced challenges experiencing it. Sikh motorcyclists have had to choose between religion and safety, as all Sikh men must wear a turban as a symbol of respect. Working with Pfaff Harley-Davidson, one of Canada’s largest Harley dealerships, we developed a turban made of impact-resistant material. Tough Turban combines technology with tradition: it looks and folds like a turban, but acts like a helmet due to layers of impact resistant materials.
Prototypes in hand, we began to hear from manufacturers interested in taking the open-source design and producing it at scale. Several leading manufacturers and investors expressed interest and wanted a closer look. We wanted to curate their “unboxing” experience.
The Tough Turban combined reverence for tradition with modern innovation. The packaging needed to do the same.
We printed a paper substrate with graphic patterns reminiscent of the high-tech fabrics and protective materials inside the Tough Turban. The patterns visually depicted the attributes of the technology: impact resistance, impact dispersion, and rigid strength.
We worked out a way of folding the paper into an origami-like envelope, with overlapping folds on one side and flat graphic patterns on the other, so that it was an exact replica of what a turban looks like when worn. When closed, the package looked sculptural, but when opened, the envelope revealed the ingenious economy of using a single flat sheet that acted like a stage for its innovative contents – a sample of the Tough Turban and the story of how it came to be made.
The impressive presentation helped kick off initial collaborations with Hero MotoCorp, Veluon and Trendy Singh. As the folks at Veluon commented, “The packaging is exceptional. Love the way it looks like a turban.” Mission accomplished.
Prototypes in hand, we began to hear from manufacturers interested in taking the open-source design and producing it at scale. Several leading manufacturers and investors expressed interest and wanted a closer look. We wanted to curate their “unboxing” experience.
The Tough Turban combined reverence for tradition with modern innovation. The packaging needed to do the same.
We printed a paper substrate with graphic patterns reminiscent of the high-tech fabrics and protective materials inside the Tough Turban. The patterns visually depicted the attributes of the technology: impact resistance, impact dispersion, and rigid strength.
We worked out a way of folding the paper into an origami-like envelope, with overlapping folds on one side and flat graphic patterns on the other, so that it was an exact replica of what a turban looks like when worn. When closed, the package looked sculptural, but when opened, the envelope revealed the ingenious economy of using a single flat sheet that acted like a stage for its innovative contents – a sample of the Tough Turban and the story of how it came to be made.
The impressive presentation helped kick off initial collaborations with Hero MotoCorp, Veluon and Trendy Singh. As the folks at Veluon commented, “The packaging is exceptional. Love the way it looks like a turban.” Mission accomplished.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Zulu Alpha Kilo
Design Firm
Sparks Innovation
Client
Brandon Durmann
Melanie Somerville
Client / Brand
Pfaff Harley-Davidson
Chief Creative Officer
Zak Mroueh
Creative Director
Zak Mroueh
Photographer
Dan Lim
Raina + Wilson
Arash Moallemi
3D Artist
Pierre Bourjo
Agency Producer
Laura Dubcovsky
Tim Lynch
Design Director
Dejan Djuric
Strategy Director
Spencer MacEachern
Shaunagh Farrelly
Account Team
Corina Wilkes
Karla Ramirez
Rob Feightner
Allison Diaz Mercado
Associate Creative Director / Art Director
Vic Bath
Associate Creative Director / Copywriter
Dan Cummings
Head Of Design
Stephanie Yung
Origami Artist
Peyton Leung
Printer
Flash Reproductions
Related Awards
