When Franco Cefalo, CEO of Packasport, took over the company he knew he had a quality product, loyal following and old logo. He wanted to rebrand his company to be more innovative and appeal to both the outdoor enthusiasts as well as the luxury brand market.


After taking Franco through a Soul + Brand weekend, he was able to embody his brand, and establish a deeper view of himself and his relationship to his brand.


This work then inspired a logo that represented his brand, desire and aspirations.