Allegro
What do you do?
Allegro Creative Designs, a division of Conair Corporation, creates dynamic, contemporary, on-trend cosmetic bags, beauty cases and travel accessories, makeup brushes and more for its brand names, including Trina, Modella, and SOHO, as well as private label offerings.
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Allegro had been experiencing sluggish sales for several years. And was under threat from vendors who were going direct to factories to create products. 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.
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We identified 5 high-potential categories for Allegro that were capable of generating a sizable, protectable new business opportunities. 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 has blurred 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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Brand Story & Messaging
Brand Strategy
Brand Name
Brand Visual Identity
Brand Logo
Brand Voice
The “HypheNator” Hackpack.
Beautiful on the outside.
A workhorse on the inside.
Fluid, flexible design lives life in layers.
Go from morning workout to workplace to an evening with friends.
Long trip. Short trip. Day or multiple day trip.
Ample storage compartments keep your Hackpack from becoming a black hole of lost valuables, earbuds, chargers, keys and cell phones.
Anti-theft. Anti-slash fabrics. Scan-proof pockets.
For peace of mind on subway, train, bus or simply walking down a busy street.
