Companion is a fictitious travel-gear brand grounded in community, connection, and moments of stillness. Developed as part of an academic branding project, the brand explores how young people navigate movement, identity, and belonging in a contemporary cultural landscape.

The concept emerged from a field study examining post-modern hedonism among young adults today. Through this research, I identified a mindset I termed The Soul Searchers—a group of young twenty-somethings driven by an insatiable desire to discover, yet with little interest in settling down or establishing long-term roots. They exist firmly in the present, prioritising experience, sensation, and immediacy over distant future planning.

This mindset is shaped by ongoing geopolitical and cultural instability, resulting in a character that is fleeting, impulsive, and continuously yearning for connection and tangibility. Companion responds to this condition by positioning travel not as constant escape, but as a shared experience rooted in presence, slowness, and human connection.

The campaign video responds to a key research insight: despite a strong desire to travel, many young adults feel hesitant to do so alone. The film positions Companion as a facilitator of shared experience, connection, and reassurance.