Healthy Back Bag

Fashion Branding Healthy Back Bag
CHALLENGES

Brand Transformation
Improve Search Engine Visibility
Increase Conversion Rate

SERVICES

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.

Healthy Back Bag
Healthy Back Bag Fashion Brand

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:

Fashion Branding Healthy Back Bag

‘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.

Fashion Identity Design
Fashion Branding Healthy Back Bag

Bold block colours were carefully selected to reflect the vibrancy of their products.

OOH Advertising Fashion Brand

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.

Fashion Branding Social Instagram
Custom branded swing tags were added to each bag to reinforce brand values and demonstrate the various ways it can be worn.
Swing Tag Design
"To say we're impressed by March's work is an understatement. We've worked with them on everything from branding to back-end web solutions and they never fail to deliver a quality product. They're a pleasure to work with and when they say they will do something, it gets done. 10/10."
Darcy Carson-Keane
Head of Brand
Healthy Back Bag
iPad Pro 12.9 Mockup HBB Large

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.

Fashion Billboard Healthy Back Bag
"March are great to work with. They are technically and creatively brilliant, and great fun too... not always a given! They genuinely care about understanding what we are aiming for and often articulate it better than we do. Our branding and our website are in hands that we wholeheartedly trust, and we thoroughly recommend them."
Priscilla Chase
Director
Healthy Back Bag
Fashion Branding HBB

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.

Under 30 Growth
+ 0 %
Revenue Growth
+ 0 %
Online Revenue
+ 0 %
Average Order Value
+ 0 %

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