My design philosophy behind all the Assault Industries product packaging was to provide a cool, uniform look and feel across the full spectrum of products. This was evident when seeing in-store plan-o-gram displays where everything appeared clean and on-brand.

Customers who ordered multiple items and made unboxing videos, often mentioned how cool the packaging looked. A vote of confidence for my idea to take the artwork from the engineering prints and apply that to packaging and instructional materials – reinforcing that Assault products were designed in-house. I came up with the RUXAK product line designation because the line was a series of rugged storage backs. The term comes from the rugged military backpack carried by soldiers referred to as a “Rucksack.”

In most cases, I was coming up with product names, packaging, labeling, UPC assignments, marketing plans, launch plans, press releases, product photography, instructions, sales collateral, video content, all editing, social media posts, and so on. A level of control that is highly unusual under normal circumstances, however with that level of control, I could tailor the entire process to my vision, which meant that the entire Assault Industries product ecosystem was brilliantly uniform and easily identifiable inside or outside of the box.