Take the useful part with you.
Latchkey is a modular bag concept. A small essentials pocket moves between a backpack, tote, and crossbody, so you do not have to repack everything. I wanted the branding to feel useful and easy to wear.
Self-initiated concept · Brand identity / Packaging / Art direction
The idea in the mark.
I shaped the L like a strap passing through a clasp. It connects the name to the bag’s moving parts.
I used the final outline to check the curves, spacing, and alignment. Each version uses the same mark and lettering.
Colors that fit the idea.
Espresso and oat suit everyday fabric and leather details. Camel and powder blue give the bags different personalities without making them hard to pair.
Another way to use the colors.
The same logo, using the brand palette.
The brand in use.
I kept the branding small on the bags and gave it more room on the packaging and product information.
Application mockups · Select an image to take a closer look.
