Geoff Mcfetridge

Articles & interviews

• Warby Parker Transforms SoHo Store into Interactive Art Gallery

  It's Nice That · Mar 26, 2025

  Warby Parker has redesigned its flagship SoHo store on Greene Street into a gallery-like retail space featuring custom art installations by illustrators such as Geoff McFetridge and Andy Rementer. The project reflects the eyewear brand’s evolution toward immersive, art-driven retail experiences that merge storytelling, design, and community engagement. The redesign maintains the brand’s literary roots while positioning the store as a creative destination within New York’s cultural landscape.

  Warby Parkerenvironmental
• Primitive Trust by POST

  The Brand Identity · Jul 31, 2019

  London-based agency POST designed the identity and vinyl packaging for musical duo Primitive Trust, composed of Will Saul and Tee Mango. The design features commissioned illustrations by Geoff McFetridge, with monotone fronts and neon Pantone backs for a subtle yet vibrant contrast. The project merges minimal design with expressive artwork to reflect the duo’s creative approach.

  POSTPrimitive Trustbranding
• New Packaging for Primitive Trust by Post

  BP&O · Jul 17, 2018

  BP&O features London-based studio Post’s packaging design for Primitive Trust, a collaborative music project by Will Saul and Tom Mangan. The design combines Geoff Mcfetridge’s surreal monochrome illustrations with bright color blocking and hand lettering to reflect the duo’s creative collaboration and limited tools approach. The result is a playful and expressive visual system that works across physical sleeves and digital platforms.

  PostPrimitive Trustpackaging