BRAND MARK DESIGN
BURLY LUGGAGE
- Brand Mark Design
Burly Luggage is a lifestyle brand committed to sustainability, producing long-lasting luggage for the modern adventurer. They aim to blend durability with affordability, offering reliable products for a broad, inclusive audience.
WHY DID THEY NEED US?
Burly came to us seeking a modern, bold, and memorable brand mark that could work seamlessly alongside their existing wordmark logo. Beyond just aesthetics, they needed a responsive logo suite that could adapt across multiple mediums—luggage, apparel, packaging, and digital platforms. Their goals were multi-layered:
- Reflect the brand’s core values: Reliability, Affordability, Accessibility, and Sustainability
- Maintain a sense of premium quality while still being approachable and inclusive
- Ensure the mark would translate clearly when pressed into leather, avoiding thin lines or intricate details that don’t emboss well
- Capture a brand personality that felt effortlessly cool, functional, and traveller-friendly
THE CHALLENGE
Burly’s original logo was limited to a single wordmark, and wasn’t translating well when applied to their core products, particularly on embossed surfaces like leather tags. They needed a distinctive brand icon that could live independently on their products, especially in cases where the full wordmark wouldn’t work. The challenge was to design something strong and adaptable, without losing the existing brand recognition they had built.
HOW DID WE DO IT?
The first concept began as a hand-drawn sketch, keeping the process grounded, personal, and human. It’s our way of connecting deeply with the brand from the very beginning. From there, we developed three digital variations, giving the client clear visual directions and flexibility in choosing what resonated most.
After collaborative feedback and refining the chosen direction, we expanded it into a comprehensive logo suite, transforming their brand from a single mark into a versatile system of 5–6 responsive logo variations. This future-proofed their brand identity, ensuring consistency across all formats while also accommodating potential product and platform expansions.
WHAT PROBLEMS DID WE SOLVE?
001
We designed every element with practicality in mind—ensuring clarity and strength when pressed into leather or embroidered on fabric
002
The versatile suite means there’s always a version that will fit, no matter the surface, scale, or product
003
Our design process also helped educate the client on the value of scalable brand systems, avoiding future costly redesigns as their brand grows
WHY DID WE DESIGN IT THIS WAY?
The core icon features a stylised polar bear – a bold, structured form that embodies strength, resilience, and reliability. Its semi-straight edges speak to toughness, while rounded corners keep the mark friendly and approachable.
The bear stands forward-facing, angled slightly upward to convey confidence, movement, and aspiration – a visual metaphor for the brand’s mission to empower modern travellers. This upward motion is echoed in the angles of the ‘u’ and ‘l’ within the wordmark, providing a sense of cohesion across the suite. Burly the polar bear is your travel companion, and has your back wherever you go.
A subtle compass needle in the top-right corner of the bear design further nods to exploration and direction, aligning perfectly with Burly’s adventurous spirit.
THE RESULT
With this responsive logo suite, Burly Luggage now has a flexible, functional, and future-ready visual identity. The mark is visually distinctive across all luggage and apparel, while the system ensures long-term brand durability.
YOUR BRAND IS YOUR FIRST IMPRESSION.
What's yours saying?
© Flair Hair & Beauty Salon London 2025