RADL – SLOW

RADL

This is a case study that’s difficult to summarize in just a few sentences and images, because these can never capture the full experiential and emotional aspects of the project. I could be writing this after one of our regular meetings with Jared Rowley, the brand’s founder, where we talk about everything, beyond the project itself. Or perhaps during one of the expeditions or hikes that have been part of the project.

Okay, let’s get started: I’ll now begin the rational part of this case study…

RADL /ˈræd.əl/ is a trekking backpack company established in Bonsall, California, and founded by Jared Rowley.

The mission of the brand is to inspire people go to the unknown, to travel into the wild, to keep passions alive.

The name comes from a line by Dylan Thomas (“Rage, rage against the dying of the light”) which reflects the intention of do not let extinguish the force that moves us to go out, to conquer new goals and to live at the most.

We started from creating a logo, a typographic symbol from three visual ideas: poetics, adventure and the explorers era, and the spirit of the American West.

Simultaneously, we were part of the product development team to build the first backpack and building the brand imagery.

But first we started from the experiential part, which took us to the mountains to get some of the basic insights we need to create a whole brand experience.

As part of the experience we created a whole range of complementary products such as notebooks or caps amongst others. And after several months of aesthetic and technic work, pack 01 was born in raw materials, 3 colors, and a look that reminds to the old mountaineers. We also designed the packaging of the product as part of the client experience.

First shooting bring us to the French Pyrenees where we test the product prototypes while taking some shots that will be part of the marketing material. The concept “Why do we hike” will be key on this phase, because it is inclusive, personal, introspective and open; attributes of the way of the brand of understand hiking.

And then came the first RADL expedition. In July 2025, the entire team traveled to Iceland, where we embarked on a journey through incredible landscapes and places where the earth seemed to breathe beneath our feet. There, we tested the backpack’s performance and conducted several photoshoots. Most importantly, we were able to connect personally and emotionally with the project.

Weeks later, another photoshoot took place, this time directed by Parker Fitzhenry in the mountainous region of Oregon.

The material created during these expeditions provides a substantial documentary and artistic foundation to share in future campaigns.

We also designed the website which will contain an e-commerce and the social media strategy. And we are happy to be part of the team that will help such an inspiring brand.

This project perfectly exemplifies how we like to work: with mutual trust, personal involvement, learning along the way, and keeping the light alive. Rage, rage against the dying of the light!

Rage Against the Dying of the Light

slow@slowartworks.com
t. +34 620 720 851
t. +34 662 121 437

c/ Francolí 28 local 5, 08006,
Barcelona

instagram.com/slowartworks