About the client

Justbag is an international, private label of Mall Group focusing on women’s (and men’s) fashion accessories.

New international market, new name

Their original name, Lylee, was not suitable for the international market that they were about to enter because the spelling and pronunciation could differ from country to country. Moreover, they had zero brand strategy.

Brand strategy and positioning

Women usually want simple and economically accessible handbags,
which is exactly what our brand delivers.

  • Customer need
    Slide 1
  • Customer need
    Slide 2
  • Timeless brand
    Slide 3
  • Timeless products
    Slide 4
  • 1
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  • 4

The name is easy to remember, and
reflects the brand’s positioning

Introducing JUSTBAG – a simple, smart bag for those whodon’t
want to stand out
, yet want something classic for all occasions.

A visual identity that’s simple, but smart

  • New logo
    Slide 1
  • Colours
    Slide 2
  • Visual identity
    Slide 3
  • Packaging
    Slide 4
  • Packaging
    Slide 5
  • 1
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  • 4
  • 5

New brand claim

From logo to full manifestation

Together with Famito, we used the new visual identity to create an ornament for the bags. This was challenging due to the technical limitations of the material, but well worth it. The brand will be hitting stores soon, so keep your eyes peeled!

Real results

  • 20 Weeks from brief
    to production
  • 21 Potential
    brand names
  • 7 Prototype
    of the logo
  • 59 Pages in design
    manual

"It was a pleasure to cooperate with someone who has brilliant ideas, but who also listens to yours. Our work with Brain One took our brand to the next level."

Foto Petra Rašková

Petra Rašková,
Fashion Category Manager, Vivantis

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