Built with Framer
ARVEN | Branding and Ecommerce for a backpack brand
Rafael Storck
The ARVEN brand system in motion.
ARVEN | Branding and Ecommerce for a backpack brand
Branding: A mountain A that holds at any size.
The symbol is a mountain A above a serif wordmark. Two greens lead a palette of earth tones, with a serif for headlines, a clean sans for text and a mono for numbers and labels.
Brand guidelines: the mountain A symbol.
Guidelines made to be used.
Logo, color, type and voice live in one set of brand guidelines, in English and Portuguese. A Figma library with variables, styles and components keeps every new piece on brand, from ads to store pages.
Color palette and logo versions.
The brand, out in the world.
The shipping box, hang tag and inner label carry the vector logo in the same two greens. The same system runs the store sign, stationery, an embroidered patch and merchandise. Scenes were made in Magnific, with the vector logo placed on top so the symbol stays exact.
Shipping box, hang tags and labels.
Product: Product images made without a photo shoot.
Each backpack has a main image on white, detail close-ups and a spec sheet. Scenes were made in Magnific from the product packshots, with layouts and copy in Figma using the brand library. The same structure for both packs, so they read as one collection.
Trail and Expedition packshots on white.
On-body shots and close-up details.
Launch scenes between the city and the mountains.
Both backpacks appear across landscapes and with different models. I avoided the usual hiker on a summit at sunset and kept the scenes closer to where the buyer lives.
Launch scenes from the city to the mountain.
A launch, ready to run.
Static ads with different openings: product formula, brand proof and a technical spec sheet. A bus stop mockup, a lookbook and a launch email carry the same idea.
Static launch ads with different openings.
The brand on a city bus shelter.
Store: A store in Framer, ready for Shopify.
A product page with a selector between the packs, the price and a notify button above the fold, and the key details right below. Home, collection and about follow the same grammar. Products live in a CMS mapped to Shopify fields, in English with the Portuguese copy ready.
Store homepage built in Framer.
Amazon: The same brand, on Amazon's terms.
A+ content built on the same brand: the macro photo carries the headline, and numbered markers on the packshot match the legend. A Brand Store with a home page and one page per pack, on desktop and mobile. Marketplace images follow the same structure.
Amazon A+ module with numbered details.
Listing images and product pages, one system.
Built to sell, not just to look good.
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Posted Nov 3, 2026
Brand identity, packaging, AI product images, a Framer store for Shopify and Amazon A+ for a premium backpack brand. Built to sell, not just to look good.
