IMPACK

Building a Performance-Driven Visual Identity for a Modern Retail Brand

IMPACK is a contemporary backpack brand designed for individuals who live in motion — travelers, creators, athletes, and urban explorers. The project focused on developing a complete visual identity system from the ground up, including logo design, typography, color direction, and social media content strategy. The objective was to create a brand that feels strong, adaptable, and performance-oriented while maintaining a clean and minimal aesthetic suitable for the retail market.

Year

2020

Industry

Retail — Lifestyle & Performance Accessories

Scope of work

Branding

Timeline

4 Weeks

Building a Performance-Driven Visual Identity for a Modern Retail Brand

Year

2020

Industry

Retail — Lifestyle & Performance Accessories

Scope of work

Branding

Timeline

4 Weeks

Challenges

1. Creating a Symbol with Meaning

The logo needed to:

• Represent strength and movement
• Be minimal yet recognizable
• Work across multiple applications (print, embroidery, packaging, digital)

The solution was a geometric “M” mark constructed using proportional grids, ensuring balance, scalability, and visual harmony.

The triangular structure subtly references mountains, movement, and momentum — aligning with adventure and endurance.

⸻

2. Balancing Performance & Lifestyle

The brand had to sit between:

• Technical functionality
• Urban aesthetic
• Adventure-driven storytelling

To achieve this, the identity combines:

• A clean grotesk typeface (Barlow) for modern clarity
• A monochromatic base palette (white, black, grey)
• A bold accent yellow to communicate energy and impact

The restrained palette reinforces durability and confidence, while the yellow accent introduces vitality and dynamism.

⸻

3. Designing for Real-World Application
A retail brand must live beyond the logo.

The system was developed to function across:

• Product mockups (embroidery on backpacks)
• Lifestyle photography overlays
• Social media content
• Website headers and digital campaigns

The logo’s geometric construction ensures clarity even at small sizes (e.g., stitched applications). The typography supports both bold headlines and functional body copy for product descriptions.

1. Creating a Symbol with Meaning

The logo needed to:
• Represent strength and movement
• Be minimal yet recognizable
• Work across multiple applications (print, embroidery, packaging, digital)

The solution was a geometric “M” mark constructed using proportional grids, ensuring balance, scalability, and visual harmony. The triangular structure subtly references mountains, movement, and momentum — aligning with adventure and endurance.

⸻

2. Balancing Performance & Lifestyle

The brand had to sit between:
• Technical functionality
• Urban aesthetic
• Adventure-driven storytelling

To achieve this, the identity combines:
• A clean grotesk typeface (Barlow) for modern clarity
• A monochromatic base palette (white, black, grey)
• A bold accent yellow to communicate energy and impact

The restrained palette reinforces durability and confidence, while the yellow accent introduces vitality and dynamism.

⸻

3. Designing for Real-World Application

A retail brand must live beyond the logo.

The system was developed to function across:
• Product mockups (embroidery on backpacks)
• Lifestyle photography overlays
• Social media content
• Website headers and digital campaigns

The logo’s geometric construction ensures clarity even at small sizes (e.g., stitched applications). The typography supports both bold headlines and functional body copy for product descriptions.

Process Overview

Research & Positioning
• Defined target audience (active, urban, independent)
• Analyzed competitors in performance backpack retail
• Identified key brand attributes: strength, utility, minimalism, momentum

Logo Development
• Sketch exploration of geometric forms
• Grid-based refinement
• Development of icon + wordmark system
• Creation of horizontal and compact versions

Visual Identity System
• Typography selection (Barlow)
• Defined primary and secondary color palette
• Created usage rules for light/dark backgrounds
• Built consistent spacing and scaling logic

Social Media Direction
• High-contrast lifestyle imagery
• Strong typographic overlays
• Minimal layout compositions
• Brand mark used as a signature stamp

Live Project

Final thoughts

IMPACK demonstrates how a minimal geometric mark can evolve into a complete retail-ready identity system. The project was not only about designing a logo, it was about building a structured, scalable visual language capable of functioning across product, packaging, and digital communication. By combining strong geometry, controlled typography, and a restrained yet energetic palette, the brand achieves a balance between durability and lifestyle aspiration.

This project reflects a design approach rooted in structure, strategy, and adaptability — ensuring that the identity works as hard as the product itself.

craft

COLLECTIVE®

craft

COLLECTIVE®

craft

COLLECTIVE®