San Francisco founded, Timbuk2 asked us to revamp their eCommerce experience. Our work was guided by a brand platform unearthing the essence the beloved urban lifestyle brand — cutting-edge technology, refined visual language, and vibrant street culture

Timbuk2 partnered with us at a turning point in the brand's global expansion. They were looking to "really make moves in the travel space." Because it involves so many elements, a website is often the clearest distillation of a brand. The redesign called for an e-commerce experience that highlights their bold direction and make the buying experience even more streamlined and compelling. The new web experience debuted in 2018 highlighting a fresh collaboration with Pheobe Dahl on the 'Jet Set Pack' and their new 'Never Check Collection' while gradually rolling out the changes from the comprehensive UX guide we built together.

Creating a Visual Language

We designed a systematic design language as versatile, bold, and progressive as TImbuk2's customers and products. With a diptych panel, the design showcases not only the iconic bags but also the creative ways their customers wear them — painting a comprehensive portrait of Timbuk2's vibrant culture.

While the previous site was primarily transactional and stativ, the redesign builds a bridge between the brick-and-morter experience bringing to life the communities, cities, and cuture throughout.

The System

A felxible framework of the split-swatch layout adapts to continually changing content with ease — vital to the ever-changing nature of a competitive e-commerce platform. Both Blocks can be filled with lifestyle photography, pattern, illustration, text or a color block. A detailed module brings depth and further insight into the content it accents. The two split blocks and detail module form the template of a single section, which can be stacked to ultimately build every page of the site.

The brand execution within the framework features full-bleed photography, big color blocks and chunky irreverant type paired with technical monotype, emulating the fresh street culture and innovative technology that embodies the Timbuk2 style.

User Experience

The redesign considers the needs of the customer and Timbuk2's editorial team.

We transformed the transactional shopping experience into a relational event akin to their in-store experience injecting Timbuk2's energetic personality and knowledge of their in-store staff into the site. Instead of shopping by bag style the new experience directs users to find a bag that fits their lifestyle and needs. You can now shop by occasion or what's popular in the community.

The focus is now on always giving customers the option to check out and purchase a bag when desired. Shoppers no longer have to search for the product they want and editors are enable to rearrange it at will, depending on seasons and promotions.

Benefit to Client and Society

Embedded in its core values, Timbuk2 takes their responsibility to San Francisco personally. They build products to last and stand behind their legendary quality. They source sustainably produced materials that areextensively tested for durability. Products are built to last a lifetime and Timbuk2 supports customers through their complete lifecycle.

They're committed to manufacturing their products in San Francisco and supporting local workers, their communities, and San Francisco at large. Manufacturing locally ensures top quality, better working conditions, and helps them work towards a more sustainable business model by cutting C02 emissions significantly.

Timbuk2 even launched an initiative to called Break Up with Your Bag where they encourage loyal customers to donate their used bags to someone in need instead of tossing them away.We geared our work around bringing these elements of the site to life.

The redesign brings these values to life creating a sticky shopping experience — one that engages visitors to learn more about the company building loyalty and engagement on a global level.