PackBack™ – Better gear, made to share

PackBack™ offers high quality hiking and camping gear you can rent, instead of purchasing expensive gear you only use once in a while. Or cheap gear you use once and throw away. Enabling more freedom to campers and hikers, and it’s better for the great outdoors. Our task? Give the company a name, a brand, and an identity that worked for their unique offering in the outdoor lifestyle category. The brand needed to evoke a sense of freedom and circularity.

The colours were inspired by nature, but work beautifully in a digital space (where most people will experience the brand first). The logotype features soft serifs and upward strokes that evoke a sense of optimism and nature. Overall, the brand design system provides a rich and expressive visual language that can evolve into the future.

Brand Identity Art Direction Digital


This is True

Recoleta by Latinotype
Creative Directors
Matt Heays

Associate Creative Director
Jane Langley

Group Business Director
Debbie Currie
Senior Designers
Brendon O’Dwyer
Stacey Purdon
Shiv Narandas

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