BABOON is a bags operation for the new generation of travelers. Made for the slash generation, BABOON wanted an identity that was irreverent, flexible and full of weird surprises. We created the name for the company, the brand identity, illustrations, a custom typeface, social media content, copywriting and more.
We also helped suggest product design choices such as color and illustrations for a set of unique BABOON branded patterns for the interiors of the luggage. What is the one thing you can guarantee someone will do with a bag? They will open it! We saw the opening of a duffle bag as a missed opportunity by many brands to do something delightful and unusual. Doing something really lovely in the interior helped differentiate BABOON duffle bags from any other bag on the market, especially in contrast with their monochromatic style.
To the moon, BABOON!
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Agency/Studio: Sagmeister & Walsh, 2018 Creative Direction: Jessica Walsh Production, S&W: Erica Grubman Lead Design: Daniel Brokstad Copywriting: Jessica Walsh, Rachel Denti Design: Ryan Haskins, Matteo Giuseppe Pani, Chen Yu Animation: Yaya Xu, Jessie Zus Photography/Creative Director, Baboon: Michael Kushner Photographer, Lifestyle Shots: Blaise Cepis Photographer, Product Shots: Henry Hargreaves Photo Assistant: Chris Swainston Photo Production: Vivianne Lapointe, Nadja Monique Coquillard Stylist: Haley Camille
