A big change for a big brand. Through small changes

Teens are notoriously fickle. And while no backpack is more beloved than Eastpak, tastes change as kids grow. We were tasked to elaborate on Eastpak’s brand strategy, and translate it into a broader visual identity that would appeal to youth and their older selves.



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Strategy + Branding


During the research we realized the value of the existing logo on the bags. So the challenge was, how do we keep this signature recognizable, but at the same time make it more open and modern?


Photography by Charlie Engman.

Eastpak Typography Brandbook

The custom typeface is a key element of Eastpak’s new identity. Matthieu Cortat, our type designer, did a great job combining the Eastpak attitude with a dynamic and recognizable font.

Eastpak Booklet open

Besides the new identity, we created a compact and easily digestible booklet for the sales team, to help inspire them to share the new Eastpak vibe with consumers.

Eastpak Branding Overview

Always fun to work with Magnus Unnar. Dynamic is the keyword!

Art Director