Concept, Creative Direction, Bag Designs, Color, Materials, Graphics

At the height of the PSP’s first wave of sales success, Sony Computer Entertainment approached PUMA about collaborating on a series of bags for the device aimed at young, mobile, urban consumers.


Anamaly was in charge of the creative direction and design of this unique collaboration that yielded a more commercial 2-piece cargo bag as well as a completely new type of strap bag able to be worn over the shoulder or around the waist.

Both bags were multi-functional and realized in a custom snow camo graphic made of the PS Pictogram elements.


Other key details included a specially molded PSP holding case, pockets for the device's UMD cartridges, and an internal laptop sleeve with a secondary PS Pictogram monogram pattern.


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