This project focused on developing three distinct visual concepts for a Nike x Toronto Raptors special edition shoebox. Each concept was designed to explore a different narrative and design direction, translating the culture, attitude, and identity of the Raptors through a unique visual lens while staying aligned with Nike’s bold brand presence. In this case study, the three concepts are presented to highlight how different creative approaches can shape the storytelling and impact of the final packaging.
Concept 1 | Urban Raptors
This concept brings Toronto’s street energy to the forefront. Inspired by graffiti, torn posters, and spray paint, it embraces the raw texture of the city. The player becomes the central focus, capturing motion, speed, and intensity, supported by bold, expressive typography. The black and red palette stays true to Raptors heritage, turning the box into a gritty piece of urban culture for fans who see basketball as identity.
Concept 2 | Toronto Skyline
This concept highlights Toronto’s identity by placing the city front and center. The CN Tower and skyline become the hero elements, paired with the Raptors basketball icon subtly integrated into the background to connect the design directly to the team. The clean, monochrome palette keeps the look modern and timeless, treating the shoebox as a collectible object that celebrates both the city and the Raptors’ legacy.
This concept highlights Toronto’s identity by placing the city front and center. The CN Tower and skyline become the hero elements, paired with the Raptors basketball icon subtly integrated into the background to connect the design directly to the team. The clean, monochrome palette keeps the look modern and timeless, treating the shoebox as a collectible object that celebrates both the city and the Raptors’ legacy.
Concept 3 | Raptors Illustrated
This concept uses a bold, graphic illustration style to amplify the Raptors’ fearless personality. The oversized claw gripping the basketball becomes the main symbol, capturing power, control, and intensity in one iconic moment. The vibrant purple, red, black, and orange palette ties directly to Raptors heritage, while the halftone textures add a comic-book edge that makes the box feel energetic and collectible. This direction turns the packaging into a striking visual statement that celebrates the Raptors’ identity in a loud and confident way.
TORONTO RAPTORS & NIKE | PACKAGING
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