Cuddl Duds built their legacy on warm layering that is cozy and comfy without the unnecessary bulk. When they decided to add "stylish" to their repertoire they needed fresh branding to better match their product's changing look.

Role: As senior Art Director at WWD&S I worked with the partners to develop a new brand strategy. I designed a new logo, packaging for multiple product lines, advertising, lifestyle photography, how-to-wear illustration, and a comprehensive styleguide that could be used company wide.


Cuddl Duds new brand makeover was launched in the Chicago metro area with subway wraps, station advertising, bus shelters and a gorilla marketing campaign. Brand ambassadors stationed around the city gave out free coffee and product samples from their Cuddl Duds branded backpacks.

how-to-wear illustrations

Photography Direction

I scouted photoshoot locations across New York City and the Long Island Sound to find both a distinctly urban and natural settings for advertising and packaging shots for Cuddl Duds new product launch. For the natural setting we settled on the cold crisp backdrop of the sea in winter; complete with cozy blankets and great natural textures. For the urban setting we used an iconic West Village stoop to frame our classic city story. Photography by Robert Diadul.

new york City scape