branding and strategy
Some objects carry more than belongings — they carry stories. For a modern crossbody bag label aimed at Amsterdam’s urban creatives, we crafted a visual identity and positioning.
The brief
The brief was to introduce a unisex crossbody bag for young people living and working in Amsterdam. The product needed to support daily use in the city, including commuting, cycling and moving between work and social spaces. Functionality was leading, but the brand also had to connect with a generation that values accessibility, identity and shared culture. The challenge was to translate a functional product into a brand with relevance and recognition.
Our concept
The concept is grounded in mid century design principles from the 50’s, where form follows function and design serves everyday life. Products from this period were engineered for clarity, usability and scale, making good design accessible rather than exclusive. The mission, Engineered for the everyday, directly continues this way of thinking by placing daily use at the center of the product. Function determines the shape, construction and material choices. Accessibility defines the positioning of the brand and its relationship with the audience.
The visual identity builds on this functional base by focusing on people, color and expression. By showing many individuals and styles, the brand creates a sense of community rather than focusing on a single image or persona. The bag becomes part of daily life, connecting people through shared creative expression.
branding and strategy
Community perception
Purchase intent
Distribution strategy
The brand follows a digital‑first approach, with e‑commerce as the main sales channel. Content and video are central to building visibility and engagement, produced continuously to show real use, styling, city life and cultural signals. Social platforms like Instagram, TikTok and email are used for consistent storytelling and community‑driven interaction, including short videos, lifestyle imagery, behind‑the‑scenes clips and user‑generated posts.
Product launches are framed as cultural moments with teasers and limited editions to build anticipation. This strategy reinforces a personal, community‑driven narrative, connecting the product to daily life while reflecting the brand’s values and shared identity.
©bold & sound
from stategy to a full identity for a modern crossbody bag label
+31 (0) 6 25 13 75 74
Based in Amsterdam,
The Netherlands
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