Designing every detail around performance and purpose
Client
Paramo
Country
United Kingdom
Disciplines
Campaigns
Editorial Design
Sector
Retail
Páramo is a British outdoor clothing brand specialising in high-performance garments built around directional fabric systems that actively move liquid water away from the wearer. Founded in 1992 by Nikwax founder Nick Brown, the company combines functional, field-tested design with a long-standing commitment to environmental responsibility and Fair Trade manufacturing through its partnership with the Miquelina Foundation in Colombia. Páramo is now employee-owned, alongside Nikwax and the Miquelina factory.
The brief
Páramo asked BakerWilcox to support the brand across a broad range of printed communications and packaging. The work included product swing tags, brochures, catalogues, advertising materials and packaging designed to explain the performance, construction and care of its specialist outdoor clothing.
Baker Wilcox are a pleasure to work with, frequently delivering Páramo creative to tight deadlines and responding quickly. They are friendly and knowledgeable with an excellent creative eye and we would not hesitate to recommend them.
LucyPáramo
The execution
We developed a coordinated body of print and packaging work that made Páramo’s distinctive product technology easier to understand. The communications needed to explain how directional fabric systems behave differently from conventional waterproof clothing, presenting detailed performance information in a way that remained clear, accessible and visually engaging.
Product swing tags became an important part of that system. Attached directly to the garments, they provided customers with essential information at the point of purchase, covering product benefits, fabric technology, intended use and garment care. Structured typography, colour and concise diagrams helped organise the detail while maintaining a consistent brand presence across the range.
For brochures and catalogues, we created clear editorial frameworks that balanced technical explanation with product photography and outdoor imagery. This allowed individual garments and collections to be presented with sufficient detail for informed purchasing, while preserving the sense of freedom, comfort and protection associated with the wider brand.
Páramo is a brand with genuine substance behind every product. The design challenge was to make sophisticated fabric technology feel straightforward and useful, while giving equal weight to the environmental and social principles that have shaped the company from the beginning.
KELLY WILCOX
Packaging was approached with the same discipline, combining practical information with a restrained visual language that reflected Páramo’s commitment to performance and responsible production. Across every format, the design needed to feel robust and purposeful rather than overly polished or decorative.
The result was a coherent suite of communications that supported customers from initial discovery through to purchase and long-term garment care, expressing the intelligence of Páramo’s clothing alongside the environmental and social values behind it.