Friction Labs Chalk Packaging

Designing Eco-Friendly Packaging That Scales

Friction Labs, a category-leading performance chalk brand trusted by climbers, lifters, and athletes around the world, approached Nichez with a challenge: redesign their packaging to be more sustainable, retailer-friendly, and visually distinct—without sacrificing the brand’s bold personality or premium positioning.

Through a full packaging transformation that combined environmentally responsible materials with engaging character-driven design, Nichez helped Friction Labs modernize their brand expression and expand their retail footprint. The new packaging became a key factor in securing national placement with major retailers, including REI.

The Challenge

Friction Labs had outgrown their previous packaging—a metallic, non-recyclable bag that no longer aligned with the brand’s sustainability values or the expectations of large outdoor retailers.

They needed packaging that was:

1. Eco-friendly and compliant with modern retailer requirements
2. Visually iconic and differentiated within a crowded market
3. Flexible across multiple product types and sizes
4. Compelling enough to help secure national retail distribution

Nichez was tasked with refreshing the structural and visual design while maintaining the brand’s adventurous spirit.

Results

The redesign delivered major brand and business impact:

• Secured national placement with REI, with buyers citing the new sustainable packaging as a key differentiator
• Increased shelf visibility and customer recognition through character-driven design
• Enhanced brand credibility by aligning packaging with eco-conscious industry standards
• Improved sustainability footprint, reducing reliance on metallic and plastic materials
• Strengthened product differentiation through a unified yet flexible visual system

Friction Labs’ new packaging became a strategic lever for expansion, helping the brand stand out in both specialty outdoor shops and large retailers alike. By combining sustainability, personality-driven illustration, and scalable packaging architecture, Nichez delivered a packaging system that not only transformed Friction Labs’ brand identity but also unlocked major retail opportunities. The project demonstrates how thoughtful design can influence both customer perception and business growth—proving that better packaging isn’t just good for the planet, it’s good for sales.