Project
Paloma branding
Paloma Pack Co is a sustainable backpack company reimagining family travel—making it more comfortable, stylish, and thoughtfully designed. Named after the Spanish word for dove, Paloma symbolizes movement, care, and intention—values at the core of the brand.
They approached me seeking a bold, modern visual identity that would resonate with design-conscious parents and everyday adventurers alike. The goal: build a brand that feels elevated and trustworthy—without losing warmth, approachability, or affordability.
The challenge: create a brand that feels premium—but not out of reach.
Services
Logo design
Visual identity
Brand guide
Print design
Packaging design
Client
Paloma Pack Co
Design
At the center of the identity is a bold, minimal mark: a stylized dove in motion that, when rotated, subtly resembles a compass pointer or location marker. This layered symbol captures the brand’s focus on movement, direction, and intentionality—perfect for a company built around travel and thoughtful design.
The custom logotype balances soft geometry with a modern serif structure, giving the brand a sense of sophistication and approachability. Logo variations were developed to provide flexibility across applications, from product tags and packaging to digital and print environments.
The earthy, elevated color palette blends rich mustard, deep teal, charcoal, and soft neutrals—evoking a sense of grounded adventure. A comprehensive brand guide defined typography, color usage, layout systems, and logo treatments to ensure consistent, cohesive expression across touchpoints.
Results
The final identity gave Paloma a versatile and memorable brand presence—elevated enough to stand alongside boutique lifestyle brands, yet grounded enough to feel welcoming to families. The clarity and cohesion of the visual system helped streamline production of launch materials and product packaging, while flexible assets empowered the team to maintain brand consistency as they scaled.
Where sleek urban meets spontaneous adventure—hybrid gear for parents on the move.
Selected Works
Work
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