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    A Brand That Can ‘Go Anywhere’

    YODI was called upon to develop a new photography bag and case company for Gradus Group. The new brand would offer some of the lowest prices, while adhering to the Gradus ideals of quality and including multiple user features. The YODI team created the name, branding and packaging for the new company. Considering the client’s goal to make a rapid entry to market, we created the entire brand identity, as well the first production of cases in a span of 4 weeks.

    Since this would be a “wearable” brand, the team decided early on in the process that the identity would be best designed to be adaptable to different bag styles. In other words, the branding would need to remain flexible in order to blend into different product designs and styles, while still presenting a cohesive look that would serve branding goals. For example, bags that would be marketed to soccer moms, and cases for professional photographers would each receive a targeted approach in terms of their visual executions, while still maintaing basic brand guidelines that allow for common identification of the Ruggard brand.

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    • Name + Logo

      After conducting a competitive analysis on existing brands in the bags and cases category, we arrived at a name that was friendly, yet gave off the feeling that it was not a run-of-the-mill value brand. Ruggard, which is a play on rugged, embodied the spirit of what cases are for: transport and travel. The identity was built around the same concept of rugged and travel, while the "Go Anywhere" tagline tied the messages together. Additionally, a symbol with "RG" was created to be used as a small tag on products.

    • Product Design

      The cases needed to be simple enough to have a wider appeal as a value option, but the look needn't be sacrificed. While sticking to this principle, we incorporated the branding into the products so that they would work with the product design, as opposed to being a separate entity. This included emblems, zippers, and interior molds. With the brand being somewhat muted on the exterior, we designed the interiors to recall the branded color.

    • Packaging

      The products would need to compete for attention in a highly competitive store environment. The challenge was to make the packaging an eye-catcher without making it an eye-sore. Compared to the product design, we opted for bold visuals on the packaging. A series of background colors, travel motifs and mountain tops helped reinforce the message that these products offer more than just value.

    • Print Ad

      YODI created several ads that would promote individual cases using the camera it holds as a basis for the color of the ad. The paper textured background plays into the rugged look of the brand.