Spiilka was approached by We Are Able: the Ukrainian brand of backpack. They were looking for the update of their current logo, as its "heritage" style was considered outdated.
We conducted a design research in order to figure out hoe We Are Able as the brand was being perceived by their customers and that direction should be follow when developing a new visual identity for them. We found out that the naming at hand was pretty hard to pronounce, and the product itself was often associated with camping backpacks and traveling gear. So we had to fix this misconception. Thus, we developed the new brand strategy from scratch and decided to reassemble the brand on a new platform with the insight build upon the universal urban backpack.