I created a hypothetical rebrand for Packsack. Packsack is a family-owned business that offers cabins, hiking, outfitting, and fishing in Minnesota. Families and scout troops especially love visiting this location. At the end of their stay, each scout troop customizes an oar to hang in the visitor's cabin.
I wanted this rebrand to communicate Packsack's love of nature, creativity, and family. As a fun solution, I designed a customizable character for the Packsack logo and merch. Visitors could choose their character's color, hat/hairstyle, and backpack item. They could also choose how many characters are in their canoe.
