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ALLEGRO

What do you do?

Master Branding, Brand Voice & Personality: Robin Albin  /  Creative Direction, Design: Lauren Webster
 

THE URGENCY:

Allegro Creative Designs, a division of the Conair Corporation, had been experiencing softer sales over the past 5 years. The company was under threat from vendors who were going direct to factories to create product. Allegro needed a new, distinct product concept that utilized their design expertise to jumpstart their business and transform them from a B-to-B to B-to-C enterprise.

THE INSURGENCY:

We identified 5 high-potential categories for Allegro, each with the potential of generating a sizable, protectable new business for them. Of the 5 directions, the team selected a new brand that would target the ever-growing nomad cohort that lives an improvisational lifestyle. Our insight: The line between work and life is blurring rapidly as our days become more fluid and fast paced, our gear needs to shape shift on-demand. Now for those whose life is a total mixed bag, we created “The HypheNator” the one and only “Hackpack” with the ability and agility to shape-shift at will.
 
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The “HypheNator” Hackpack is beautiful on the outside and a workhorse on the inside. The fluid, flexible design lives life in layers, so it can take you from morning workout to workplace to an evening with friends.

And whether you’re headed on a long trip, short trip, day or multiple day trip, it’s got ample storage compartments to keep the bag from becoming a black hole of lost valuables, earbuds, chargers keys and cell phones.

 
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Plus anti-theft features like anti- slash fabrics to scan proof pockets will give you peace of mind on subway, train, bus or simply walking down a busy street. And rather than having a fixed or over-styled design, it’s easily hackable. And each bag can easily be configured in three ways: as a satchel, a messenger bag, or a backpack

 
 
 

 

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