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BABOON  

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!

Sagmeister & Walsh, 2018

Disciplines: Advertising, Branding

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
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We worked with the team to select product design choices, and illustrated a set of unique BABOON branded patterns for the interiors of the luggage. There are 6 different interiors which will roll out over the next years.

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