Hunter x LoveShackFancy 2025
Owning the customer’s first impression of a multi-partner launch that sold out in hours.
My role and scope
I led design on the Hunter side of the Hunter x LoveShackFancy collaboration. Specifically, I owned: collaboration logo and iconography system, bespoke packaging (three patterned boxes), pink dust bag, coordinated tissue (from concept through offshore production), Hunterboots.com homepage and collection landing page, paid social and email creative on Hunter’s owned channels, and an AI-produced launch teaser (Runway + ChatGPT). My scope was the design that would live on Hunter’s side of the collaboration: the customer’s first physical and digital impression.
How I operated
I acted as my own agent across business partners, offshore manufacturing, internal Hunter leadership, and internal teams, coordinating laterally rather than directing down. The operator skill wasn’t team management; it was knowing when to push back on a partner decision, when to concede, and how to hold the design thread across every conversation.
Challenge (inside my scope)
Two brand DNAs that didn’t obviously belong together, Hunter’s outdoor utility and LoveShackFancy’s romantic femininity. Each had to co-exist in one product line and feel like a real collaboration, not a skin over existing Hunter product. The design needed to honor Hunter’s brand architecture while giving LoveShackFancy genuine representation.
Results
Launch-level (across all partners and channels: wholesale, LoveShackFancy’s audience, Hunter’s DTC combined) The collection sold out within hours of launch.
Hunter’s owned digital channels specifically (my scope touched these directly): 12,800new customer sign-ups, $127,700 in email revenue, $332,500 in SMS revenue.
Organic amplification: LoveShackFancy’s founder posted an unboxing of the packaging I designed and raved about how they looked.
Design Lead (Hunter)
Amanda Jones
Launch
April 2025
Packaging Design
I led the concept and design of bespoke packaging that extended each LoveShackFancy print onto its own box. To elevate the unboxing experience, every pair included a pink dust bag and coordinated tissue—aligning with Hunter’s craftsmanship and LoveShackFancy’s romance. Link to post on @loveshackfancy.
Iconography
To integrate the LoveShackFancy world with Hunter, I created a fourth “Style” icon—introducing their signature bow alongside Hunter’s traditional “Protection, Function, Craftsmanship” set. This subtle but bold visual decision added femininity and whimsy while honoring both brand DNAs.
Packaging featured in collab announcement.
Sold out within hours of launch.
Hunterboots.com Assets
I led design for the homepage and landing experience on hunterboots.com, anchoring it in the hero shot that featured women’s and kids’ styles with the collab logo front and center. The landing page extended the product’s print narrative, starting with the bow-patterned hero image.
AI Social Teaser Video
Concepted and produced a launch teaser video using Runway and ChatGPT, before final product was available. This AI-driven visual revealed hints of the collab’s dreamworld, prompting audience engagement and early brand buzz on Instagram.
“When the boxes are as cute as the boots.”
Packaging front and center on the @loveshackfancy and @hunterboots Instagram accounts. Link to post on @loveshackfancy.
LoveShackFancy Founder Hype Video
Rebecca Hessel Cohen, founder of LoveShackFancy, posted her own animated unboxing video walking through the boots and packaging. Her excitement around the creative execution amplified the campaign organically and validated my design decisions. Link to post on @loveshackfancy.