Milinal is a new brand of bags and backpacks that will be sold abroad online. These are stylish, roomy and comfortable backpacks, in which you have found the perfect balance between functionality and attractive appearance. Our task was to develop the identity of the Milinal brand, which will reflect its spirit.

Brand backpacks – the embodiment of functionality. Their shape and characteristics are dictated by function. The main feature of rolltop backpacks is that they can be unfolded or folded compactly to increase or decrease the volume. We took this approach and translated the functionality into visual language.

The principle of a rolltop backpack is embodied in simple geometric shapes – rectangles – the space between which can be filled depending on the need. Just like backpacks, they change volume depending on the number of things.

We wanted to create a font with a character that fits the brand's idea and reflects its modernity. Therefore, the logo is based on a unique font, the letters of which continue the idea of identity. Even the main brand colors are the most functional of all – black and white. Additional colors are used for variability of communication and flexibility in social networks. So we created a flexible design system that can be adapted to any content.
The most important thing is hidden inside the backpack, in its functionality. This is what we emphasized in our decision.