Creative Director – Studiopack

Studiopack was a product the world had never seen before. A backpack for artists, that would allow them to carry their bulky supplies hands-free for the first time. This opens up multiple possibilities to walk, hike, or ride to school, work, or remote painting sites. The challenge was, how do you convey this message of freedom and opportunity for a concept that had never existed before? The insight “Free Yourself” connected the brand directly to the user’s experience. Users would be freeing themselves of the large, heavy, awkward cases artists and students had been carrying for decades.

The “Studiopack” name was designed to be easy to remember and describe its purpose, creating immediate brand recognition. For the brand development, an academic-style font was chosen. The letters were overlapped giving the logo a more urban, graffiti aesthetic. All the images were based around movement and travel emphasizing the “Free Yourself” promise. They were used for print, in-store, product, and early forms of digital. The result was immediate acceptance by the target audience. The line achieved national distribution becoming #1 in its category within two years.