A live project provided by US Studio, we were approached with a brief to create a sub brand logo, a launch campaign and other appropriate material for a hypothetical new backpack made from 100% recycled materials for the outdoors brand ‘Lowe alpine’.

Choosing the name cocoon from a combination of the shape of the backpack from images provided as well as a cocoons connotations with new beginnings, safety and a second chance, all points I believed lent themselves well to being associated with a new backpack.

Outside of the new name, my outcomes consisted of a new sub-brand logo, a swing tag to be a part of the pack, two forms of advertisement that I believe best reached the target audience, a render to show how the logo will look in design as well as a update to the pack design including my design elements.

Lowe alpine backpack launch campaign