After 17 Years ... Case Logic Gets A Whole New Look! With Eyes Keenly Focused on the Future, Rock-Solid Case Logic `Makes a New Mark' With Bold New Consumer Branding Strategy.

Business Editors & High-Tech Writers

CES 2002

BOOTH No. 1500 LVCC/SOUTH

LAS VEGAS--(BUSINESS WIRE)--Jan. 8, 2002

Case Logic, Inc. has raised the stakes again! After 17 years as an undisputed leader in the design, sourcing, marketing and distribution of lifestyle-oriented storage and organizational accessory products for audio, computer, automotive, photo-video, and DVD, the Longmont, Colo.-based company introduces a brand new Logic.

From its familiar "parallelogram and dart" logo, to its retail packaging, trade show presence and all its product categories, Case Logic touts an entirely new consumer-focused image built around the slogan, "What's Inside Survives." The "new" Case Logic will be unveiled for the first time today at the Consumer Electronics Show.

Recent years of stiff industry competition prove that companies who develop emotional ties with the consumer through strong, recognizable brands are better positioned to thrive, according to John Rauvola, Vice President of Sales, Marketing and Product Development for Case Logic.

"When you think about truly great brands, they're like cherished friends," said Rauvola. "You trust and value them. A good brand is also like a promise and a club you want to belong to."

"The idea of `What's Inside Survives' combines our functional roots in developing solid, well-designed products with the emotional need consumers have to keep their possessions safe and secure," said Rauvola. "It tells the compelling story that Case Logic protects not only valuable CDs, computers and cameras, but also the treasured memories and passions they represent."

To develop their new branding strategy, Case Logic turned to renowned brand consultant Adrienne Weiss, who has worked with many international clients creating strong brands with strong emotional ties to the consumer.

The cornerstone of the new Case Logic identity is a bright new logo standing for innovation. Made up of a "C" and an "L," the distinctive face and light bulb motif adds personality to Case Logic's products and marketing materials. The logo is designed in vibrant yellow, black and white.

The new Case Logic packaging communicates quiet warmth through strong, heroic illustrations along with the "What's Inside Survives" slogan, which sits boldly in the lower left-hand corner.

Audio Product Packaging

Bright blues and golds paint a glowing picture of a contented woman holding a compact disc in the new audio product packaging. In keeping with the whole new look, Case Logic will also introduce the "TRICK" (Trendy, Rugged, Innovative, Clever and Kool) line of fashion audio products. The collection features everything from beaded CD carriers to purple suede, orange holograms and blue swirling dragons. It truly is "TRICK."

There are additional illustrations in the audio category. The first is designed to highlight the traditional audio line and features a very hip young man taking in tunes via headset. The second features a hiker in the mountains and can be found on the neoprene product line.

Automotive Product Packaging

Hot rod red...accented by golden undertones best describes Case Logic's new automotive brand packaging. The character is a sunglasses-adorned and determined young woman staring confidently at the open road in front of her.

Computer Product Packaging

The bright glow of a laptop computer screen creates golden shadows dancing across the face of its contented user. This young professional is obviously in-the-know and on the move! Case Logic computer accessories certainly suit his lifestyle.

Photo/Video Packaging

In cool purple and blue tones, this product category features a very relaxed young man taking in images from his digital camera screen. He is self-assured and certain his camcorder is well protected in a Case Logic camera bag.

The new product packaging will hit retail outlets in March 2002.

"To our knowledge, no other company in this category has ever accomplished a branding exercise of this scope," said Rauvola. "Our new brand imagery and the feeling behind it says a lot about Case Logic, its dedication to consumers and just how far we have come in the last 17 years."

Case Logic is the leader in innovative storage solutions with a complete line of portable and home storage accessories for compact discs, CD-ROMs, cassettes, DVDs, MiniDiscs, portable electronics, desktop ergonomics, computer accessories, camera and camcorder bags and automotive products. Owned in partnership with Denver-based KRG Capital Partners, LLC, Case Logic (www.caselogic.com) distributes products worldwide and is based in Longmont, Colo.