Deviant 9 Studios – Influential Product Designers Do Some Rebranding

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Paradise, CA - A company that is driven to design for others sometimes needs to look inwards.

Deviant 9 Studios specializes in thoughtful product design – technical backpacks, advanced travel gear and luggage, lifestyle driven bags and packs – from concept to manufacturing. Past and current clients include CamelBak, Marmot, JanSport, STM Bags, ChicoBag, Fitmark, Klean Kanteen, EMS, Upper Park Design, Timbuk2, Gossamer Gear and some prominent brands that prefer to remain anonymous.

But after seven years putting their focus on others, Deviant 9 took some time to focus on themselves.

“We’ve done a lot of growing in these last 7 years, but our branding hadn’t evolved with us,” said Deviant 9’s Carrie Fritsch. “As many of us know, sometimes when you are so engaged in helping other people, you often look after yourself last.”

Feeling that the brand was in desperate need of a refresh, the Deviants carved some time out to focus on their own look and feel.

Fritsch wanted more of a modular branding system. It needed scalable elements that worked together with type or on its own, had to look good in print, and could transfer to product should Deviant 9 decide to launch their own soft goods line. Most importantly, it needed to communicate what they do – the studio’s commitment to design process, drawing, problem solving and precision – while reinforcing the Deviant 9 mantra: Deviate from the Norm.

“We re-imagined the ‘9’ as the box – the norm – we strive to deviate from,” says Fritsch. “The inside is left open for ideas to flow through. We kept the font linear with soft edges—two things that we focus on in our design process.”

Fritsch pointed out that achieving the result was similar to product design. “We worked together, toiled, perfected and re-perfected, until we were happy with the results.”

See the new look at

About Deviant 9 Studios: Based in Paradise, CA, Deviant 9 Studios specializes in thoughtful product design and production solutions for the outdoor, travel and lifestyle industries. The Deviants have over 70 years combined experience in the outdoor and fashion industries. From patterning to manufacturing, development to materials, Deviant 9 thrives on the challenge of designing innovative and practical products and providing powerful sourcing and production services that take grandiose ideas to market-ready realities. Contact Deviant 9 here. Visit them on Facebook or the web at