For my specialization in branding we were asked to create a concept for a fictional product and build a brand around that.
With my project partner Gestelle Schra we created a backpack that you can convert into a bed named Armadillo. We then built a brandguide around it and in addition to that I designed the packaging and product itself with the help of a 3D artist.
During the entirety of the process we did research into various brands from sports to luxury to see what the common uses are. That combined with a chosen brand personality was used to create both a logo and a custom font for the brand.