Madlug is more than just a luggage company. Founded in 2015 by Dave Linton, a man whose only experience in the luggage industry was bags of enthusiasm. Dave was heartbroken when he learned that most children in care have their belongings moved in a bin bag.

In that moment, Dave set out to do something about it and came up with Madlug’s ‘Buy one, Wear one, Help one’ approach. With every bag purchased, a pack-away travel bag goes to a child in care, with over £1 million of bags being distributed to kids in care since the company’s inception.

The Madlug branding needed to compete as a serious retail brand—never to be mistaken for a charitable brand. The diamond icon was developed to work as a stand-out mark on each bag, a simple emblem of supporting the cause, matching the fun and bold aesthetics of the bags themselves.

Fun and bright photoshoots accompany all the graphic elements, showing an approachable brand for real people who know how to want to make a difference and have a bit of fun doing it.