Away

As outdoor travel picked up during the pandemic, Away saw an opportunity to expand into new territory. That’s where For All Routes (aka F.A.R.) came in—a line of functional gear that brings the brand’s design sensibility into more rugged environments. After exploring how closely this new line should tie back to the core Away brand, we decided to keep that connection strong and build on the equity of the parent. While Away was known for its structured suitcases and equally structured logo, F.A.R. was built around the idea of flexibility.

As the lead designer on the project, I developed the branding system around that idea—stretching the Away logomark into a searchlight-like form that signals exploration and creates a flexible container for product and lifestyle imagery. We also extended this flexibility to the physical product by using existing brand elements in more expressive ways. The result is a bold evolution that still feels unmistakably Away.

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Designed at Franklyn
Creative Direction: Michael Freimuth, Elisa Maezono
Design: Nana Nozaki
Motion: Gabriel Rebes
Photography & Production: Away