Although never brought to market, this rebrand route for Tech21 explored how a traditionally utilitarian product, the phone case, could be repositioned as an object of self-expression. My creative direction sought to shift the narrative around protection from being defensive to being aspirational, injecting desirability into a category often defined by function alone. Inspired by surfboard silhouettes and hard-shell design, the concept developed a sleek visual language that extended across packaging, advertising, and digital touchpoints. The goal was to build a coherent brand world where durability and lifestyle aesthetics could coexist, elevating Tech21 beyond the purely functional.