Overview
Puku set out to transform something mundane—mobile charging—into a lifestyle statement. Founded in New York and inspired by resilience in the face of modern power loss (including the NYC blackout after Hurricane Sandy), the company wanted to create a portable charger that was not only functional but fashionable. With no name, no brand, and no product model, they partnered with Squat New York to build the entire identity from the ground up—fusing performance with design in a way that could compete with fashion accessories, not just tech gadgets.
Approach
The project began with strategy and naming. We chose Puku—inspired by a small, swift African antelope known for endurance, agility, and elegance. It became the perfect metaphor for the product’s core attributes: compact, durable, and beautifully built for any condition. From there, the brand took shape—literally and visually.
I designed a clean, geometric logo based on the silhouette of a puku, with bold horns and fluid lines that echoed the product’s form. The device itself followed suit: sleek curves, precise edges, and a silk-like texture gave it a tactile, premium feel. A carefully selected color palette—vibrant yet sophisticated—positioned the charger closer to a high-end accessory than a utilitarian device.
The brand launch included everything from packaging and printed collateral to a responsive, visually striking website designed to let the product shine without distraction. The digital experience balanced functionality with polish—minimalist layouts, intuitive navigation, and just enough attitude to speak to fashion-forward users.
Puku made an immediate impact. It was featured as a brand partner during the Victoria’s Secret Fashion Show, drew attention from global fashion bloggers, and earned five-star ratings on Amazon. Today, it’s stocked by retailers like Urban Outfitters and continues to blur the line between tech and fashion.
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Naming, Brand Strategy, Brand Identity, Industrial Design, Packaging Design, Content Creation, Web Design
