- Name/Logo/Corporate Story
For the Nimba Project, Stuck was given the challenge to create a name for a company that produces laptop bags. Stuck recognized that the client faced a highly competitive and saturated market. The test, then, was for Stuck to come up with a name unique enough to stand out from the sea of competitors, while also being based on a brand concept that would remain relevant in an industry susceptible to constant change.
The Stuck team began their creative process by first seeking to understand the real value that laptop bags have in the everyday lives of people. Upon reflection, it was clear that what makes a laptop bag important is not really what the bag itself carries (i.e. the laptop), but rather, what the laptop carries (i.e. a portal to the world via the internet). Stuck understood that laptop bags, while being limited in physical size, simultaneously holds
a device that allows people to explore something that is as limitless as the sky. In other words, the laptop bag itself is a type of technology that allows people to “carry the sky” or to “contain things as boundless as clouds.” As such, Stuck knew the name had to sound contemporary and portable, small in frame but internally vast.
Based on the above considerations, Stuck coined the name “Nimba.” In designing the logo, Stuck sought to visually convey movement, understanding that it would be fatal for a brand in the technology accessory industry to be viewed as stagnant and fixed. In the end, Stuck designed Nimba as a brand that would grow and evolve along with the industry in which it belongs.