What started as a tactical camera bag company has evolved into an all encompassing bag brand covering adventuring and everyday needs as well. The company set out to create the best damn camera bag that didn't look like one. Founded by a team of brothers, the company prioritizes designing and sourcing ethically and keeping their team lean and honest.
Our insight came from the idea that personal identity resonates from what's in your bag. In that sense, the bag becomes an expression of the self. From there we developed the "aura" system of closely linked colors that emanate from a concentric focal point that behave in various ways and infinite permutations to represent the individuality that develops along with the lifetime of every bag.
Creative Direction: Kevin Chao, Sean Danz
Design + Animation: Kevin Chao, Sean Danz, Matilda Seo
Photography: Bri Vail Photography
Typefaces: Meek Display, Neue Haas Grotesk
