We were originally brought on board to deliver an online presence for Jack's product. However, a couple of workshops highlighted some gaps in the visual identity – Cancha had a logo, but no wider visual assets. We were asked to re-visit the logo and see how we might translate that into a wider visual identity, which would then inform the look and feel of the website. With the product still very much in development, we were also asked to join a couple of product development sessions to identify any opportunities to bring the identity into the product. Flattered and excited, we got stuck in straight away.
Cancha was founded by professional tennis player, Jack Oswald. Jack wanted to design an adaptable pack that could hold his racquets and that last minute pair of tennis shoes, but soon began to envision a product that would go beyond his own needs. A bag that would be compact enough for a day touring around a new city, but could expand to accommodate a week of road-tripping. One that was rugged enough to withstand being thrown around a luggage carousel a million times or join a thrill seeker on a mountain peak.
We developed a visual language inspired by movement, direction and travel, framed with directional arrows, topographic patterns and compass references. We get excited about holidays and travelling, as a destination, but often we fall out of love with the journey to get there. The product and the message was about making the journey as epic as the destination.
We used the structure of the bespoke 'A' in the logotype to create a series of ownable angles that could be incorporated into the visual identity.
Shortly after the completion of our work on the Cancha visual identity, we began working on their first online presence – a portfolio site designed to showcase the innovation of the product, with direct links to back the project that was simultaneously launched on Indiegogo.