Founded by youth worker Dave Linton, Madlug is a luggage company and lifestyle brand giving dignity to and raising awareness of the value & worth of children in care.
After seeing a video in which a young woman who had moved through the care system described how she ended up carrying her possessions from one home to the next in bin bags, causing her and others to “lose our dignity”, Dave was determined that no child should leave care carrying their possessions in a bin bag. Working on a one-for-one model, matching luggage purchases with bags given to children in care, Madlug has grown exponentially and will soon have helped over 10,000 children in care.
We knew that the key to Madlug’s long-term success would be helping Dave to build a movement and creating a lifestyle brand that was at once engaging whilst still encouraging people to listen to the story behind it. In Dave’s own words, “I don’t want to be a campaigner or a big stick.”
Social media and curated lifestyle photography has allowed Madlug to build a genuinely grass-roots movement; with an engaged and evangelical following.
Our work with Madlug touched upon every part of their brand; from promo to the very colours and finishes of the bags themselves allowing us to help craft a unified image.