Yakima produces a high-quality, dependable car roof rack system. The first objective of the new packaging was to upgrade the look of the packages to match the value of the products, yet retain a simple, utilitarian feel that is part of the Yakima aesthetic. Our second objective was to help the consumer with product features and component fitting, using an icon system for easy reference. Third, we were to reinforce Yakima’s commitment to environmental responsibility by using recyclable packaging materials and inks with a high percentage of post-consumer waste.