![urban tool evolution](https://www.urbantool.com/wp-content/uploads/2014/07/urbantool_evolution4.jpg.pagespeed.ce.2JraECBmOJ.jpg)
It is a long way to establish a brand identity and brand language, especially if you market a product never known before on the markets. How to display a product that looks more like a short or like tights than like a bag? We are still on our way to learn and improve, here a historical collection of our evolution so far.