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 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