Calpak has a brand new model collaboration with Randy’s Donuts. Launched on Friday, the partnership, which brings collectively two Los Angeles-based companies, encompasses a limited-edition Calpak “Glazed Cherry” doughnut accessible in any respect Randy’s Donuts areas all through October, in addition to a brand new cherry-inspired journey assortment.
The Glazed/Cherry journey line reinterprets a number of of Calpak’s core designs, together with the Hue baggage line and Luka duffel luggage, in new colours and prints. The gathering debuts with three “Glazed” colorways— cherry, black and silver — alongside a restricted cherry print supplied within the model’s common Blossom and Oatmeal choices.
Calpak x Randy’s Donuts collaboration.
Courtesy of Calpak
Drawing on each manufacturers’ shared Southern California roots, the pairing is meant to spark regional engagement whereas resonating with a wider nationwide viewers.
“As a journey model, Calpak is continually impressed by the journey — not simply the vacation spot. After we started growing our latest Glazed Assortment, our dialog naturally turned to the joy and rituals that include each journey, whether or not it’s your every day commute or a long-awaited trip. For anybody touring via Los Angeles, a cease by the enduring Randy’s Donuts is a part of that quintessential expertise,” Jeannie Shin, Calpak’s vice chairman of promoting, advised WWD. “With each Calpak and Randy’s deeply rooted in SoCal tradition, partnering on a marketing campaign roll-out felt like a seamless match — a celebration of native icons and an on-the-go journey.”
Courtesy of Calpak
Calpak’s technique integrates the meals collaboration as an area and cultural touchpoint designed to generate consideration forward of the gathering’s launch.
“This time, we needed to take {that a} step additional. We all know one of many emotional connections we share with our buyer is scrumptious meals, so it felt thrilling to supply a meals expertise to accompany the launch. Partnering with Randy’s allowed us to have interaction the senses via each sight and style — introducing our very personal Calpak Cherry Escape Donut, completely matched to the Glazed Cherry hue of our new baggage. It’s a playful but elevated method to have fun the artwork of journey, design and indulgence,” Shin stated.
Calpak x Randy’s Donuts collaboration.
Courtesy of Calpak
The initiative is a part of a wider effort to differentiate the model within the aggressive pre-holiday retail interval, utilizing experiential connections, such because the doughnut tie-in, to focus on its product story.
“As we have fun 36 years of design innovation, we proceed to evolve by listening to our group and discovering new methods to make journey really feel inspiring and joyful. Collaborations like this give us the chance to discover recent views, join with new audiences, and have enjoyable with the method. We see our merchandise as a canvas — timeless in kind, however open to reinterpretation. Partnering with iconic manufacturers like Randy’s Donuts permits us to inform new tales, have fun creativity, and preserve the Calpak spirit dynamic and forward-thinking,” Shin stated.
Calpak x Randy’s Donuts collaboration.
Courtesy of Calpak
The doughnut provide runs via October, with the Glazed/Cherry Assortment launching completely via Calpak’s direct channels on Friday.
