Axio. Let’s hang out.

Like Transit’s relationship with Haro Design, Axio and Logitech had come together to co-brand a series of tactical tech packs. While these bags were the product of two cutting-edge industrial designers, the challenge was to brand this endeavor with its own identity, with respect to each principal company’s autonomy. And even more divisively, the two distinct user groups—traditional computer techies and motorcycle enthusiasts—couldn’t be less alike. The concept: Transcendence. We began with an initial design marker: a hang-tag. This set the tone for the merger.

Additional product packaging, like iPod cases, needed to stand out amid the heavily competitive retail aisles at Apple stores. The idea of transcending the stereotypes of image and function was carried through in the advertising as well, to make the complete marketing package one of a truly inimitable quality for demographics across the board.