Plus collaborated on the design and development of the Sideline family of cooler bags to carry Under Armour’s recently revamped visual language across a range of functionally oriented cooler bags. The size and form of the bags grows from quasi-lunchbox to mid-sized for snacks and drinks, to 12 can and 24 can coolers and backpacks. Size and form optimization was key to ensure functionality, as well as the vessel’s ability to visually communicate as a next gen Under Armour offering through signature elements, detailing, and CMF. Plus aligned on the appropriate visual direction and worked with UAs vendors through tech packs and 3D CAD to ensure design intent was delivered through production.