Logo Redesign and New Positioning for Backpacks Brand

The rise in mobility, driven by both recreational and professional activities, along with the flourishing tourism industry, has spurred a growing demand for stylish, medium-sized backpacks. Fugacargo, created by Elena Guillem, an adventurous designer and cyclist, was born out of a desire to offer high-quality backpacks for people on the move. After establishing a strong presence in the local market, the brand aimed to expand internationally and needed a rebranding to match this new stage of growth.

International Expansion: Fugacargo needed a strategy that would help them stand out in the competitive global market of medium-sized, casual backpacks.

Brand Positioning: There was a need to craft a new value proposition that would resonate with an expanded audience, while staying true to the brand's roots.

Brand Essence Refresh: The brand required an updated essence to align with its growth, connecting with new values that would appeal to global consumers.

We began by conducting a comprehensive brand analysis to understand the competitive landscape, the market, and Fugacargo’s product offering. This led us to refresh the brand essence to "Dynamic Living," a concept built around movement and evolution. This new positioning, paired with the tagline “Movement is life”, allowed us to clearly communicate the brand’s core message: versatile, durable backpacks designed to make daily travel simpler for people on the go.

We defined the positioning as "Backpacks for people on the go," reinforcing the idea of dynamism, freedom, and independence. The backpacks were designed to cater to individuals who value movement and adaptability, offering a gender-free approach that aligns with the value of respect.

In terms of visual identity, we focused on creating a minimalist system that captured the brand's essence. The new logo, with its dynamic "F" symbol, reflects movement, while the visual style uses imagery of people in motion, emphasizing energy and adaptability. A clean and streamlined design approach was chosen to communicate freedom and simplicity.

Brand diagnosis and competitive analysis

Brand essence and platform development

New tagline and positioning: “Movement is life”

Visual identity redesign: new logo, color palette, and typography

Brand applications, including packaging and website design

E-commerce strategy to align with global expansion

The rebranding of Fugacargo successfully positioned the brand as a dynamic and modern choice for individuals who value freedom and movement. The updated brand identity resonates with the target market, combining practicality with style. Fugacargo is now poised for international expansion, with a fresh, compelling message and a visual identity that reflects its values of versatility, durability, and movement.