Para is a modern backpack company designing products to meet the needs of the everyday adventurer. With a modular bag system allowing you to swap between packs using one frame, Para backpacks will consistently be by your side wherever your next adventure may be. It allows you to fluently traverse the boundaries between home and away.

  • Brand Identity
  • Naming
  • Strategy

Beginning with strategy, we established a central theme that would separate the brand from its competitors—“Infinite Carry”—an idea embodying the product’s capability to be taken everywhere you go, whether commuting to work or scaling a mountain summit.

The logo is a metaphor for a person’s journey. The arch represents the path followed during any adventure. The two parts of the symbol represent the juxtaposition of work and play and provide a ying/yang visual that story-tells going from one place to another.

We created an identity that reflects the infinite possibilities Para backpacks allow you to carry & go, work or play.

Para’s color palette is crafted to pay homage to their Oregon roots and heritage. The extensive palette is representative of different geographical locations in Oregon, inspiring a sense of vibrancy and adventure.

The new strategy and brand guidelines give Para the tools to grow into an influential company across multiple markets. The brand can now reflect their company ethos of living every day as a new adventure.