A backpack brand,
rebuilt.
BIEN makes backpacks. LEYA worked on the rebranding and the content that follows from it, so the brand is recognisable in the moments where a bag is actually seen, carried and chosen.
The situation
A product brand is judged in use rather than on a moodboard. A backpack is carried daily, packed, worn and repaired, so its brand has to survive that ordinary handling instead of relying on a launch image.
How LEYA worked
LEYA worked on the rebranding and the accompanying content: the brand direction, how the product is described, and the material that communicates it consistently across everyday touchpoints.
What is published here
This page describes the scope of the collaboration only. Results, internal material and unreleased work are not published without the client’s explicit approval, and can be discussed directly where permission allows.