The work spanned product thinking, packaging design, and brand expression. This included designing and producing the original luggage box, defining the physical system around the product, and establishing how the brand showed up in real space and real use.
Away’s visual language is calm, composed, and confident. This project extended that ethos into the product’s physical construction.
Early industrial and packaging explorations focused on structure, protection, expansion, and restraint. Decisions made at this stage shaped not only how the luggage looked, but how it behaved, aged, and felt during first contact.
All of this work happened pre-launch, before marketing, retail, or scale. It was about building the core. Making sure product, packaging, and brand language worked together as one system from day one.