Healthy Back Bag
Brand Transformation
Improve Search Engine Visibility
Increase Conversion Rate
Discovery Workshop
Brand Positioning
Brand Identity
Brand Guidelines
Brand Stationery
User Experience Design
Website Design
Shopify Development
SEO Foundations
Training and Workshops
While recovering from back surgery after a roller-skating accident in the late ’80s, Margery Gaffin had a breakthrough idea: an ergonomic bag that hugs the natural curve of the back, distributing weight evenly down the spine. This idea became The Healthy Back Bag®.
Today, every Healthy Back Bag exemplifies versatility, practicality, and style. Its innovative pocketing system keeps belongings organised while evenly distributing weight across the bag’s interior. This makes it feel lighter and reduces strain on the neck, back, and shoulders. Better still, it looks great!
The
Challenge
After years of sustained growth, The Healthy Back Bag needed a fresh and engaging brand update.
Consumer insights revealed the challenge: repositioning the brand from being seen as a medical product for women in their 50s, to being recognised as a fashion brand that continues to offer health benefits for a wide range of ages and genders.
The Brand
Extensive market research and customer interviews were conducted to delve into The Healthy Back Bag’s identity and discover the essence of their brand.
Researchers asked customers about what The Healthy Back Bag meant to them and their perceptions of the brand. It soon became evident that The Healthy Back Bag held different meanings for different individuals.
During a two-day brand workshop, three words continually emerged in discussions: Comfortable, Practical, Unique.
With these values in mind, a brand strapline was crafted:
‘Balance’ encompasses more than just ergonomics and comfort; it represents a holistic lifestyle.
The Healthy Back Bag seamlessly caters to urbanites and outdoor enthusiasts alike, effortlessly transitioning from the office to the beach.
To capture the fashion brand’s essence, March created a visual language celebrating the iconic, patented shape of the bags.
Bold block colours were carefully selected to reflect the vibrancy of their products.
March crafted a Brand Guidelines document and distributed it to the Healthy Back Bag team, partners, and their global retailer network.
Having a formal fashion brand guidelines document ensured consistency across all platforms, from digital and social media to in-store point of sale.
The unveiling of the new branding took place at MODA, the UK’s premier fashion branding trade event, and coincided with the launch of The Healthy Back Bag’s new, custom-built e-commerce website, developed by March.
The Results
Month-on-month since the brand refresh, The Healthy Back Bag has attracted more customers and increased conversion rates.
The end result? The Healthy Back Bag now stands proudly alongside the world’s most fashionable brands, offering the perfect blend of form and function.
