Fresh Baked Fits
A conceptual pop-up that rethinks branded swag as an experience
(Client)
Wilmot Studio
(Service)
Creative Direction, Cocept Development, Environmental Design, Experiential Strategy
What if branded giveaways
felt human?
Fresh Baked Fits takes something ordinary—a hoodie—and changes how you experience it.
Fresh Baked Fits is a self-initiated winter pop-up by Wilmot Studio built around one idea: context matters more than the object itself.
Instead of redesigning the hoodie, the project focuses on how it’s introduced. The experience borrows the familiar language of a neighborhood pizza shop—tiled ovens, menu graphics, shelving, and takeout packaging—and replaces food with warmth. Hoodies are warmed in a tiled oven and handed out as part of the interaction.
The pairing is intentional. Pizza and hoodies are both culturally understood comfort items. Bringing them together feels obvious once you see it, which allows the experience to be immediately legible without explanation or instruction.
Transactional cues are stripped back. There are no prices, no selling—just participation. In this context, the hoodie becomes part of a larger moment rather than a piece of merch.
Fresh Baked Fits was designed as a brand-awareness activation for Wilmot Studio, but it also acts as a broader exploration of experiential design—how familiar environments, simple gestures, and shared cultural cues can turn something forgettable into something memorable.
Fresh Baked Fits
A conceptual pop-up that rethinks branded swag as an experience
(Client)
Wilmot Studio
(Service)
Creative Direction, Cocept Development, Environmental Design, Experiential Strategy
What if branded giveaways
felt human?
Fresh Baked Fits takes something ordinary—a hoodie—and changes how you experience it.
Fresh Baked Fits is a self-initiated winter pop-up by Wilmot Studio built around one idea: context matters more than the object itself.
Instead of redesigning the hoodie, the project focuses on how it’s introduced. The experience borrows the familiar language of a neighborhood pizza shop—tiled ovens, menu graphics, shelving, and takeout packaging—and replaces food with warmth. Hoodies are warmed in a tiled oven and handed out as part of the interaction.
The pairing is intentional. Pizza and hoodies are both culturally understood comfort items. Bringing them together feels obvious once you see it, which allows the experience to be immediately legible without explanation or instruction.
Transactional cues are stripped back. There are no prices, no selling—just participation. In this context, the hoodie becomes part of a larger moment rather than a piece of merch.
Fresh Baked Fits was designed as a brand-awareness activation for Wilmot Studio, but it also acts as a broader exploration of experiential design—how familiar environments, simple gestures, and shared cultural cues can turn something forgettable into something memorable.
Fresh Baked Fits
A conceptual pop-up that rethinks branded swag as an experience
(Client)
Wilmot Studio
(Service)
Creative Direction, Cocept Development, Environmental Design, Experiential Strategy
What if branded giveaways
felt human?
Fresh Baked Fits takes something ordinary—a hoodie—and changes how you experience it.
Fresh Baked Fits is a self-initiated winter pop-up by Wilmot Studio built around one idea: context matters more than the object itself.
Instead of redesigning the hoodie, the project focuses on how it’s introduced. The experience borrows the familiar language of a neighborhood pizza shop—tiled ovens, menu graphics, shelving, and takeout packaging—and replaces food with warmth. Hoodies are warmed in a tiled oven and handed out as part of the interaction.
The pairing is intentional. Pizza and hoodies are both culturally understood comfort items. Bringing them together feels obvious once you see it, which allows the experience to be immediately legible without explanation or instruction.
Transactional cues are stripped back. There are no prices, no selling—just participation. In this context, the hoodie becomes part of a larger moment rather than a piece of merch.
Fresh Baked Fits was designed as a brand-awareness activation for Wilmot Studio, but it also acts as a broader exploration of experiential design—how familiar environments, simple gestures, and shared cultural cues can turn something forgettable into something memorable.
Fresh Baked Fits
A conceptual pop-up that rethinks branded swag as an experience
(Client)
Wilmot Studio
(Service)
Creative Direction, Cocept Development, Environmental Design, Experiential Strategy
What if branded giveaways
felt human?
Fresh Baked Fits takes something ordinary—a hoodie—and changes how you experience it.
Fresh Baked Fits is a self-initiated winter pop-up by Wilmot Studio built around one idea: context matters more than the object itself.
Instead of redesigning the hoodie, the project focuses on how it’s introduced. The experience borrows the familiar language of a neighborhood pizza shop—tiled ovens, menu graphics, shelving, and takeout packaging—and replaces food with warmth. Hoodies are warmed in a tiled oven and handed out as part of the interaction.
The pairing is intentional. Pizza and hoodies are both culturally understood comfort items. Bringing them together feels obvious once you see it, which allows the experience to be immediately legible without explanation or instruction.
Transactional cues are stripped back. There are no prices, no selling—just participation. In this context, the hoodie becomes part of a larger moment rather than a piece of merch.
Fresh Baked Fits was designed as a brand-awareness activation for Wilmot Studio, but it also acts as a broader exploration of experiential design—how familiar environments, simple gestures, and shared cultural cues can turn something forgettable into something memorable.