Pacmodo

Pacmodo is a backpack. A new, modular kind of backpack. Some might say, the Final Backpack. It’s on its way to adventurecore stores across the United States and, one day, the world.

Our work 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.

The brand voice addresses Pacmodo’s adventurous and introspective audience with familiar language and a tone that sounds like someone they might know.

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.

I wrote the Pacmodo tagline, “Imagine that.” based on their innovative and curious brand personality. The line affords the brand every opportunity to surprise and delight their audience.

We designed Pacmodo’s brand personality to evoke the emotional and rational aspects of innovation.

Pacmodo feels the need, then fulfills it.

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 clandestine treat for Pacmodo insiders.

We based the brand on beliefs and values that reflect Pacmodo’s real-life priorities, emphasizing the role of innovation in who they are as a company.