We worked with the larger-than-life Baboon to create their beautiful, vibrant and eclectic ecommerce website.

Client: Baboon

Focus: Digital Strategy, Product Strategy, Content Strategy, Brand Experience, Retail Strategy, E-commerce Designs.


Baboon is a travel lifestyle brand, emphasis on the lifestyle. ReThinken was tasked with extending the new brand into a site experience that seamlessly combined unique storytelling and commerce.

The Site

The brand and its consumers are thought leaders for the modern era. We designed and developed a commerce experience that pairs their big personality with several “Internet 1.0” principles - including easter eggs, rewarding exploration.


Since launch the brand has been a hit, appearing on GearPatrol, HighSnobiety, Fast Company, GQ and Condé Nast Traveler

Digital Culture
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