The festival community had a glaring problem and one that Lunchbox wanted to step in and solve: there wasn’t one festival bag that met the size and security restrictions of all festivals and that could provide the hydration and anti-theft needs of its fans. If they could meet those needs and communicate this core messaging, this active and obsessive group of fans would become loyal customers.
Lunchbox was readily ticking all the boxes from a functional capacity and easily surpassed other festival bags on the market in terms of offering. But Lunchbox still lacked a brand identity, brand story and the brand concept to connect to its core demographic which was the legions of 18-24 year olds who travel the festival circuit. The brand strategy and visual identity were born out of an over-arching brand concept that was created as a result of merging key audience psychographics, and a heavy lean on relevant trend analysis and forecasting (especially in the fashion and tech space). This became the exciting foundation for a successful launch for Lunchbox; reaching their festival audience and surpassing initial expected goals. The work would impact customer touch-points from a Kickstarter campaign (doubling their initial launch goal), bag design to online experience and everything in between.
Certain fashion, tech and lifestyle trends are the major underlying motivators for this demographic and these were leveraged in the brand concept and resulting visual identity. Looking at both trends for 2019 and forecasting for 2020, a pattern began to emerge. A stark elevation in the rise of instances in which fashion labels are integrating technology (wearable tech) and innovating high-tech fabrications with an overall future forward, space-age aesthetic into clothing, accessories and lifestyle. This trend is mirrored by general worldwide trends: lifestyle products made from highly sustainable packaging materials such as glass and metal made to be reused indefinitely, the rise of robotics, the world’s first driverless cars, AR/VR & AI, NASA celebrating the 50th Anniversary of its Apollo moon landing and the 2020 scheduled completion of the Jeddah Tower, which will soon be the world’s tallest building— soaring way above the cloud canopy.
Versions of this space-age, future-utopian theme are seen throughout fashion as well and specifically in the SS19 Off-White x Art Dad capsule collection called ‘Space is the Place’ which featured tech silhouettes and fabrications punctuated by holographic patterns. In 2018, Centerpoint worked on a project with fashion designers around the world to answer the question “What are we going to wear when we go to space?” when Dubai announced its plans to colonize Mars by 2117.
These trends and motivators helped form the brand concept and attributes that became the foundation for the resulting visual identity. If ‘Space is the Place’, you’re definitely packing a Lunchbox.
LUNCHBOX brand MOODBOARD
& Brand Guidelines
After completing the brand concept and strategy for Lunchbox, a visual identity was developed that incorporated the brand attributes and personality uncovered in the strategy portion of the launch.
Along with the visual identity, a set of brand guidelines were created to tie it all together and to ensure a strong and cohesive execution of the new identity across all touch-points; especially given the remote location of the Lunchbox team members. Below are some of the highlights of that work.