Away

To tap into the growing interest in outdoor travel, Away introduced F.A.R. — a new line of functional gear designed for off-the-grid adventures and everyday escapes. The goal: expand into more rugged territory without losing the brand’s signature polish.

We explored how far the Away brand could stretch — literally. Best known for its structured suitcases and stamped wordmark, the company wanted this line to feel more fluid, expressive, and movement-oriented. Our solution was a flexible identity that transforms the rigid Away logo into a searchlight-like beam — a graphic gesture that hints at exploration and serves as a dynamic frame for content.

This spirit of flexibility extended to the product and packaging, where we used core brand elements in looser, bolder ways than before. The result is a confident evolution that introduces new energy (and a new signature color, Atomic Celery) while staying rooted in Away’s established world.

Product Design

We worked hand-in-hand with Away’s product team to ensure the outdoor collection felt distinctly Away. By translating core brand elements into nuanced materials, trims, and graphic touches, we kept the identity present without overwhelming the product. The result is a fresh, functional line that extends the brand naturally into the outdoors.