The corporate design and the slogan for a collection of bags aims at appealing to lifestyle-oriented young people as the core target group. The platform which has been developed for the product as well as the entire visual appearance position the product as a “fresh, Nordic and, at the same time, international brand”. The claim “Eine ist Deine” (One is yours) was developed, because each bag is unique and was produced in prisons in the north of Germany. The striped styling of the bags is to signal product affinity and the stripes are also echoed in the product straps.
