Tree Theory brand identity
Tree Theory is a collection of versatile bags made from reclaimed materials such as billboard tarps, salvaged leather, recycled rubber, and seat-belt webbing.
Each bag is given dimension and shape through folding rather than sewn-panel construction. This origami-like design creates a bag that is durable, lightweight, and unique; additionally, the design allows for easy customization, repair, and disassembly for recycling and reuse.
The Tree Theory identity system was based on the mathematical and linguistic concept of "tree theory," in which an original element seeds many future permutations.
Product Design Lead: Ted Burdett
Brand Creative Lead: Sharon Burdett