TRU Zip Identity + RunOff Waterproof Bags

Roles: Logo and identity design, web design, packaging structure and graphic design.

This project has two major components: logo and identity design for a new waterproof zipper brand and packaging design for a new Nite Ize sub-brand of waterproof bags containing these zippers.

TRU Zip WORDMARK + BRANDING

The design of the TRU Zip wordmark is based on the unconventional construction of the product itself, where the zipper creates a seal with interlocking rails instead of the teeth found in traditional zippers. The “Waterproof” tagline was added to ensure that the primary feature of the product is prominently shown whenever the logo is used. A logo and lockup usage guide was also created to ensure its consistent use across different marketing mediums.

The full identity design was rounded out with two additional components: A brand website aimed primarily at an OEM industrial/product designer audience and a consumer-oriented “ingredient tag” detailing the key features and care instructions of the zippers to include with products at retail. 

RunOff Waterproof Bags PACKAGING DESIGN

Part One: Initial Product Launch

Packaging structure design for a launch lineup of six different RunOff bags kicked off with fairly minimal requirements and information, nothing beyond an intended market of “adventure travel, with the emphasis on travel more than adventure” and the bags’ need to hang on pegs at retail.

The most effective packaging form factor was determined by evaluating similar bags in the travel and outdoor retail spaces and finding that most competitors used either hang tags, header cards, or sleeves. For these first RunOff bags we determined that header cards fit all but one of the bags most successfully—they provided the most effective real estate for graphics, allowed shoppers to interact with the zippers at retail, and were least susceptible to damage before purchase. The odd bag out had a built-in strap that allowed it to hang from a retail peg and a form factor that did not effectively work with a header card; in this case a hang tag proved much more successful. The final sizes and forms of these header cards and tags were based on the space needed for graphics to most effectively tell the bags’ stories and influenced by the shape of the bags themselves.

Graphics for all the bags accomplish the major goals of differentiating between the different intended uses for each bag, heavily emphasizing that the bags are waterproof through color, copy, and lifestyle images, and introducing consumers to the TRU Zip brand and product.

Part Two: Line Extensions with Packaging Improvements and Specialization

Expansion of the RunOff line provided opportunities to explore additional packaging form factors. These were determined by the products’ placement at retail and a need to more effectively tell the products’ stories based on consumer and retailer feedback.

An additional packaging cube was added to the RunOff line and packaged in a box instead of with a hang tag. The box packaging increases space for graphics to convey the uses and benefits of the product over non-waterproof competitors and to include additional information that was frequently requested by retail buyers and end consumers.

A tablet specific case was packaged in a half-box with an insert added behind the clear front window in the product itself for additional messaging space. This enabled the packaged product to effectively compete against similar, non-waterproof tablet cases on shelf while keeping a smaller overall footprint. 

The structure from the tablet case was adapted to an additional pair of waterproof pouches, giving them a much smaller retail footprint for placement in specific retailers while still telling the products’ stories and quickly conveying their un-packaged sizes.