Developing the brand identity for an  award winning suit folding system used as a travel accessory


The Challenge

We were briefed by innovator and founder of Freefold, Tony Higson working together with product design studio, Design+Product to develop the brand identity of an innovative suit folding system.

The branding needed to appeal to ‘design conscientious’ cyclists looking for a clever way to get to work with a crease free suit.

Brand origination for innovative B2C product

Our development role
Brand consultancy 
Brand development
Product instructions  Exhibition graphics


Our Expertise

We worked in close partnership with Design+Product through all aspects of the development process ensuring that the branding was integral to the design process rather than a final application.

We focussed on developing a motif which characterised the product’s attributes of interlocking, modular elements. This was applied to all of the products components as well as accessories.



Since launch, the Freefold commuter travel solution has been awarded two design awards and Tony Higson has presented the product on Dragon’s Den. Neujuice have continued to work in close collaboration with Tony Higson supporting Freefold with exhibition

design for the Bike Show at the NEC as well as supporting with on-going marketing and brand communications. For more information on Freefold visit

“We found Neujuice understood the brief completely for the identity we wanted as a brand. What they delivered was above and beyond expectations. I personally find them to be professional, patient, creative and precise company and we will most certainly be employing their services in the future.”

Tony Higson – Director, Worldline Travel

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