Pacmodo
Pacmodo is a backpack. A new, modular kind of backpack. Some might say, The Final Backpack. And it’s on its way to adventurecore stores across the United States. Our task was to bring them to market with a brand positioned to appeal to millennial weekend warriors.
Built to be based.
We began with establishing what is true about Pacmodo, our audience, our market, and the culture we intended to launch into. These truths acted as the foundation for our brand strategy.
Puts chaos to order.
Pacmodo’s brand personality evokes both the emotional and rational aspects of innovation.
Holds so many beliefs and values.
We based the brand on beliefs and values that reflect Pacmodo’s real-life priorities, emphasizing the role of innovation in the foundation of their company.
Talks and walks.
Pacmodo’s voice expresses their adventurous and introspective nature in familiar language with tonal options to fill out a well-rounded personality.
Broadens horizons.
Pacmodo’s tagline, “Imagine that.” speaks to the relief of a common problem solved in a novel way.
The line also affords the brand ample opportunity to surprise and delight its audience.
Sounds like so.
We included a launch toolkit with delivery to ensure a smooth adoption of brand standards, including a collection of headlines written in the Pacmodo voice.
These headlines helped to further define Pacmodo’s voice by example.
Keeps it secret.
Keeps it safe.
One of my favorite requests was to provide label copy for a pocket hidden between the straps and the Pac of the Pacmodo system. This pocket obviously needed to be titled “The Secret Pocket.” as a covert treat for Pacmodo insiders.
It’s a backpack.
In case that was all too much theory, here’s some practice. I designed Pacmodo’s headline style to deliver their specific and various value propositions with curiosity, vigor, and presence.
This team went so damn hard: Greg Tuthill, Lexi Marrion, Meg Odell, Laura Stull, Dylan Haigh.