Product Design & Campaign
PBL Running Cap
Scope
End to End Creative
Role
Lead Creative
Deliverables
Product
Marketing Content
Photography
Year
2026
Built to Run. Extending VPA's Endurance Range into performance hardware.
VPA already had the products athletes reach for on race day: electrolytes, gels, fuel. The running cap was the next step, something to sit alongside the Endurance Range as a piece of kit worth buying on its own merits, not just a branded giveaway.
The Challenge
The cap market splits clearly between technical performance headwear and lifestyle pieces, and most brands default to one or the other. The challenge was designing something that genuinely performed while still feeling unmistakably VPA.
The Approach
Every feature was chosen with intent. Lightweight ripstop polyester, water-repellent finish, moisture-wicking inner band, a short EVA foam brim for reduced weight and clear visibility, and laser-perforated panels for maximum airflow. The VPA pattern is laser-cut directly into the front panel, doing visual work without adding bulk or print.
The colourway kept things focused: black and VPA's signature green, both with white branding. On-brand, easy to merchandise alongside the Endurance Range, and nothing that needed to shout to be noticed. Branding minimal throughout: Push Beyond Limit on the front, small VPA marks on the side, back, and inner lining.
Production
I sourced and managed the supplier from first sample through to final production, refining fit and finish across multiple rounds before sign-off. The packaging box was designed alongside the cap to match the same level of finish.
The Campaign
I shot the campaign photography and built out the full creative suite as a cohesive system: Shopify homepage banner, EDM, and social content. The visual language across every touchpoint carried the same restrained aesthetic as the product itself.
