Your brand and business:
We believe that music festivals are the most fun places to be in the entire world - period. They’re wild - music pumping, crazy dancing everywhere, and even crazier outfits all over the place! They’re certainly hectic enough….and sometimes people take advantage of all the chaos to pickpocket festival goers...oh no!
Our product is a sleek, fun hydration pack that is made out of high-quality materials that can’t be cut, protecting your stuff inside. Think: CamelBak + more security + festival themed. We’ve put phone pockets on the front straps for easy access, built the inside so that nobody can reach into your pack while not looking, and put a place for custom designs on the back so people can express themselves. We also build a whole new way to refill the hydration bladder (the water container) on the inside so you can wait WAY less to refill your water!
As a brand, Lunchbox strives to blend an exceptional level of functionality with a light-hearted image that takes you back to the times you had as a kid. That’s actually why we chose the name Lunchbox - our packs are expressive (custom designs), secure (anti-theft features), and holds what you need to survive through the day, just like your Lunchbox of youth! Our brand marketing relies primarily on comedy and inside jokes to reach our audience, so our logo needs to reflect something that’s extremely light and extremely fun, while also nodding to the anti-theft aspect specifically as our main point of sales.
Our target audience is males and females 18-28 years old that attend 1+ festivals a year. These individuals are adventurous, inclusive, expressive, extroverted, confident, creative, and actively want to standout in a crowd. They’re people who invest in a good time.
Values to communicate:
Two primary values… FUN & Safety/Security. This backpack is designed to protect you from any type of theft or adverse circumstances which can occur at a musical festival. However, we do not want to go too far down the security route (i.e. safe, vault, armadillo) as that would not “mesh” well in the festival environment. This bag is fun, but works functionally. It’s light, but dynamic. You can trust it to get you through the day with your stuff, while still showing your internal personality.
The goal is to have something primarily light and fun (think: cartoony text or icon) with a mention of the security aspect (a lock icon in the letter, for example, or a cartoon lunchbox with a lock on it).
This can be a custom wordmark or an icon. Don’t want anything overly complex. Something that someone can DOODLE is the key.
Bright and Eye Popping - FUN FUN FUN! Gradient or multicolor acceptable.