New Logo and Identity for Baboon by Sagmeister & Walsh

Launched this August, Baboon is a new line of high-performance luggage geared towards the adventure traveler looking for something with a little more flair than your average duffel bag. In their words, however, they are an “adventure brand” that makes “technical products for the slash generation”. (What the “slash generation” is.) Baboon’s new identity has been designed by New York, NY-based Sagmeister & Walsh. Brand position. 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, as well as the brand identity, illustrations, custom typeface design, social media direction, and copywriting. We also helped suggest product design choices such as colo