Service: Product Design, Graphic Design, & Design Thinking
Product Completion: Finished in March 2025
Deliverables: 3 Bag Designs for the Spring Collection
Problem: How can I create 3 meaningful bag designs that align with the BEYOND brand for their Spring bag collection?
Most artists around the world juggle jobs alongside their creative work. This balancing act can be exhausting, stressful, and stifling to their creativity. BEYOND, a tote bag company, is on a mission to change that by creatively empowering and inspiring artists to keep going.
BEYOND achieves this by crafting clever and inspiring punchlines paired with thoughtful designs on their tote bags. Tote bags are known for their versatility in use, so BEYOND uses the theme of versatility for punchlines and towards the artists they serve.
Artists bring value that extends BEYOND their day jobs. BEYOND exists to remind artists of this every day, inspiring them to push BEYOND their limits and step into their full creative potential.
Goal: With the company's mission and their punchline approach in mind, I was tasked to create 3 meaningful bag designs that align nicely with the BEYOND brand and speak to their audience.
Developing the Design Direction
Before creating the three bag designs, I needed to consider aspects of the brand's personality so that I could guide future design decisions and embody the brand’s essence.
- Brand’s Personality Archetype: The brand uses the Creator archetype, which thrives on imagination, pushing boundaries, and inspiring self-expression.
- Brand personality traits: Clever but not sarcastic, Fun but not childish, Bold but not offensive, and Brief but not reserved/ introverted
Moodboard based on Brand Personality
The Final 3 Bag Designs
