Gingerbird – Backpacks for travelers to Starbucks Maria Chechelova
Category
Craft
Nominations
Creative copywriting
Company
Gingerbird
Brand
Gingerbird
Link
This work
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nominations
Illustration
Logo
Brand Identity
Promotional printed Media and Item Design
Task
Russian brand of backpacks and accessories Gingerbird was preparing to conquer the American market. The product has already gained popularity in Russia. But the brand lacked positioning and modern branding for the expansion to the West.
Ideas and solutions
The design of the backpacks is inspired by the aesthetics of travel (leather, waxed canvas, felt), but they are mainly used by city dwellers to move Macbooks and iPads between cafes and bars. That's why the agency came up with the concept of Casual Travelers, formulated internally as “Backpacks for travelers to Starbucks”. The sparrow with a backpack became the symbol of city dwellers, those who fly between the cozy street cafes and roofs with beautiful views.
