A vibrant new campaign for the Healthy Back Bag is heralding the start of spring for retailers nationwide. The accessories label – renowned for its unique, cross-body tear-drop shape which promotes a healthy weight distribution across the back – has taken a bold new direction with its Beautifully Balanced campaign, which was revealed for the first time at Moda Footwear last month.

The campaign is characterised by vivid brights and Instagram-friendly compositions that add a new identity to the much-loved label. Focusing on a theme of being Beautifully Balanced, the s/s 18 campaign brings the very serious concept of good back health into a fashionable and contemporary context. 

“Our Moda exhibition stand was the first outing for our new Beautifully Balanced branding,” says managing director Priscilla Chase. “It features show-stopping images of huge, multi-coloured ice cream cones, macaroons and even a giant ant set against colourful backgrounds, all representing balance. This new branding was incredibly well-received by our trade customers, and we had requests for the point of sale material to be sent out to stores ready for the arrival of s/s 18 collection bags.”

Following its successful debut at Moda, the Healthy Back Bag Company will now roll out its branding across all marketing materials, website and social media across the coming weeks. 

How does the new campaign look in your store? Share your images on Twitter or Facebook with the hashtag #HealthyBackBag