Eastbay Co. is a leading producer in backpack, luggage and accessories.
Founded in 2006 by two brothers in Toronto, who worked many years for other leading companies in the baggage and accessories industry. They felt that there was a gap in the market for stylish yet practical well build bags. Eastbay is the name of their hometown known for it’s coastal scenery and outdoor adventures.
The target market:
18–35 year olds, middle to high income, students/young professionals, sporty/ adventurous, “hipster”.
Three of Eastbay’s top competitors are: Eastpack, Jansport and Dakine.
The Eastpak Logo is simple and classic. The bold wordmark is incorporated into a globe image to elude to travel or trekking.
The Jansport Logo is just a workmark with tight kerning. Jansport is the largest backpack producer and is quite recognizable.
The Dakine Logo is sleek and cutting edge. It tries to evoke speed and technical innovation.
The products that Eastbay Co. make are produced for a global market place but have options for “regional consideration”. This means that they are able to tweak products to meet regional trends and make the products feel homegrown. The use of materials and textures are updated often. This means the logo needs to be simple and universally accepted as to not to get lost or compete with the vast variety of designs, textures and materials. The idea of nostalgia and locally play into the fact that the brand was the brainchild of the two brothers from down the road in Eastbay.
The logo is, in 5 words:
Initial Concept Sketches: