Working in a team of three designers we developed a laptop case concept for a local promotional product company. The goal was help our client better incorporate branding identity into their products. By the request of our client, we selected to focus Tag Heuer as a brand that embodied an "active sport/urban metro" lifestyle.

We based to form language and coloring off of existing watches and eyeware within Tag Heuer's existing product line. We also felt that it was important to communicate the brand identity through the product interaction. We designed the laptop case to support an active lifestyle by enabling the user to use their laptop inside of the bag.

We also looked at Tag Heuer's inspiration, which comes primarily from the automotive industry. We designed a strap to secure the laptop in place and reference the action of using a seatbelt.