New Balance Minimus: Less is More

New Balance wanted to get the word out about the impending arrival of their minimal running shoes – the NB Minimus. To get retailers excited we created a teaser that, like the shoes themselves, contained as little material as possible.

Mailers were vacuum sealed to remove all excess air before shipping.

Each contained a pamphlet introducing the tenets of Minimalism, and the manifesto of the Minimus brand:

The science of reduction
The art of simplicity
The pursuit of natural movement

To keep the finished product as minimal as possible, headlines contained only the most essential letters and were die-cut from the pamphlet itself. All the body copy was embossed- ink was deemed unnecessary.

Since the shoes weren’t out yet, we gave retailers a chance to experience the freedom of a minimal shoe by offering them a pair of socks designed to look like the shoes themselves.