Pacmodo — Brand · Innovation
PACMODO
Imagine That
A brand, built in three months for a Kickstarter launch, for busy people who want to be ready for anything.
Problem
Two product designers left Nike to build something new: a modular backpack for commuting, outdoor adventure and travel. The product was solid, but the category wasn’t. Backpacks are saturated with technical claims and “adventure” lifestyle clichés, and haven’t seen a worthwhile innovation since the zipper. With three months until its Kickstarter launch, Pacmodo needed to connect a smart product with the people who needed it, and stand for something truthful, memorable and noticeable in a crowded category.
Truth
The average American adult owns 5 backpacks. No one really wants another traditional pack. They want a pack designed to help them cope with their busy everyday lives and still go on adventures. To prepare for anything.
Response
From that, we built:
- A brand muse: the Scheduled Adventure Seekers. They’re busy urban professionals and parents of young children who bring order to the chaos of daily life so they can make room for more adventure. They believe preparation leads to the best experiences.
- A brand strategy: encourage time-poor, anxious professionals to embrace the uncertainty of adventure by playfully helping them prepare for it. The proposition: the backpack designed to help you prepare for any possible future. Brand essence: Innovation for anticipation.
- A brand idea: What if? It expresses Pacmodo’s belief in questioning the status quo and switching modes to do something unexpected. Tagline: Imagine that.
- A brand identity, landing page and social content for the Kickstarter launch.
The results
- Funded at more than three times its goal: $31,699 raised against a $10,000 target in 32 days.
- 103 backers, with an average pledge of $308.
- Named a Kickstarter “Project We Love”.
- The campaign led to a second crowdfunding launch in Japan on Makuake.
