Pacmodo

Pacmodo creates modular backpacks designed for real life with interchangeable backs and straps that adapt for fitness, work, or travel. As Senior Designer at Owen, I helped define a brand system that could flex between restraint and spontaneity while reflecting the product’s spirit of innovation. The challenge was launching a brand before the product itself was fully realized. With the backpacks still in prototype, we needed to craft a visual identity and campaign that conveyed sophistication, flexibility, and imagination, all without relying on final photography.

Senior Designer: Visual Direction, Logo Design, Brand Elements, Brand Guidelines, Illustration, Campaign

MY ROLE

Studio: Owen Jones, Creative Direction: Dylan Haigh, Laura Stull, Designer: Greg Tuthill, Copywriter: Harry Maguire

CREDITS

Working closely with our strategy team, I translated market research and collaborative discussions into a creative foundation that captured Pacmodo’s balance of simplicity and play. I led visual direction, logo design, and developed brand elements, illustration, and campaign assets, all unified within detailed brand guidelines. To bring the brand to life ahead of production, I combined AI-generated imagery and technical illustrations of the prototypes to visualize product function and lifestyle storytelling. The resulting system balances simplicity with bold, modular visuals—an identity that feels elevated, flexible, and full of curiosity.

The result is a brand that balances intention with imagination. The tagline, “Imagine That,” became Pacmodo’s north star—a concise expression of their inventive, curious spirit. It invites audiences to look beyond the backpack and discover creativity in every secret pocket. The refreshed system gave Pacmodo the freedom to evolve, the confidence to launch strong, and the visual presence to stand out in a competitive category.

See more work.

See more work.