Opin

Fuseproject was approached by bag maker Targus to create a line of bags, under a new daughter brand, that would be more “lifestyle” oriented. The result was Opin – an expression of authentic craft, technical functionality, and aspirational lifestyle.

Challenge
Targus, known for their accessories related to mobile computing, gaming and photography, expressed interest in creating a new brand. This new brand would leverage Targus’ expertise in bag-making, with freedom to move beyond the “computer bag”-brand. Our team developed the strategy, naming, and product roadmap that inspired the brand narrative of an active and spontaneous California lifestyle – and to answer the everyday need of work/life balance.

My Role
I created the logo, pattern, patches and hangtags – as well as partnered with the industrial design team on material and placement of brand elements on the interior and exterior of the bags.

Outcome
Opin launched in 2015 and was exclusively available online. Looking for the bags now, in 2019, it seems like they are no longer produced. Some bags are still available through Dell and Ebay, but it sadly seems like the brand has been discontinued. I still use the backpack and laptop sleeve on a daily basis!