New Era's 59Fifty's are the gold standard of headwear. we built a retail program to match.


a branding trojan horse
New Era asked Vehicle to design a smart modular shop-in-shop program that would present the brand in a premium light and provide shortage protection. We developed innovative branding elements and modular-yet-secure headwear presentations.
The blockhead figure (above) was designed to sneak some branding into higher end sneaker shops that tend to go light on branding elements.
A one size fits all customizable system
The customizable countertop and free-standing display units complimented an expandable wall system with special hat shelving with a notch that highlights New Era’s iconic 59Fifty sticker on the bill of the caps.

Project Scope

Research & Insights
Strategy & Positioning
Identity Design & Development
Retail Shops & POS
Messaging & Content
Brand Voice / Tone
Creative / Art Direction