PROJECT BRIEF
Eagle Creek and National Geographic were set to produce a collection of bags bringing together their long history of adventure. Nothing evokes the idea of adventure like the National Geographic, so it was only natural that when Eagle Creek set out to design their most technical bags to date they partnered with the iconic brand. eagle Creek needed visual identity for the collaboration that could easily be used as the identifying patch and marketing efforts.
MY ROLE
I was brought in as a consultant to help flesh out and distill the essence of the partnership. The internal design and marketing team were sort of at odds as to how the connect he collaborators visually. Questions were asked such as "Who gets top billing? Do we need an icon? What's the tagline? Where's the placement? Shapes, color, style?"
Working closely with Eagle Creek we quickly saw that the true nature of the bag collections deserved a rethinking of the project. It was decided after a series of discussions that there were two core target audiences and thus two collections were developed. The first series was the "Guide Series" would cater to the most demanding customers whom demanded rugged go anywhere bags that could perform in any conditions. The second series was the "Adventure Series," tough bags for the weekend explorer and outdoor enthusiasts needing a better bag.
After the dust settled with what the context and theme of the design project was I set out to design the two main graphics which would serve as a visual representation of the brand collaboration and the spirit in which these two collections were born. Below are examples of the effort.
National Geographic Guide Series by Eagle Creek
Built for the elite user, rugged enough for any expedition and as everlasting as the National Geographic moniker. Premium materials and finishes elevate this series and the solid black with subtle color embellishments highlight the no-nonsense approach to its design.
National Geographic Adventure Series by Eagle Creek
The second part of the National Geographic + Eagle Creek collaboration was the "Adventure Series" collection of bags which was more pro-level consumer oriented, built for medium+ level adventurer and plenty tough, but maybet not rugged enough for everyday expeditions. Think more aspirational rather than first ascent.
Logo design for National Geographic Adventure Series by Eagle Creek
National Geographic Adventure Series collection embroidered patch
Product image of National Geographic Adventure Series by Eagle Creek
Eagle Creek "Adventure Series" in action, via Eagle Creek's Facebook
If you'd like to know more about the bags here are a few links:
