Atlas was an interesting design challenge in that I had to take a story from mythology that had been used over and over again and give it a unique and temporary twist to pull it from the realm of cliche to inviting and interesting, yet still have it be relevant to what the company stands for. Atlas is a reusable bag company, so I focused on sustainability with Altas carrying the possibility or regrowth and a fresh start on his back. The stylization of Atlas hearkens back to art nouveau 2D art forms. The mix of stylization mixed with the bright colors of the brand make this company stand out on the shelf and far from cliche.