Meet Maddie Borge- a 24-year-old Norwegian content creator based in London who's captured the hearts of hundreds of thousands on Instagram and TikTok, and amassed over a million subscribers on YouTube with her vibrant lifestyle and travel vlogs. Known for her conversational vlogs that cover everything from solo travel adventures to fashion tips, she’s known to make everything a little bit more fun.
When content creator Maddie Borge announced her travel accessory brand, Pastael, it wasn’t just another influencer side project- it was the result of over a year of hands-on work and a love for packing. Maddie wanted to build something that combined cute design with actual usefulness.
Launched on 26th April, Pastael is her answer to boring packing gear.
Image Credit: Pastael
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The idea for Pastael came from Maddie’s own experience as a frequent traveler. "All the packing cubes I owned were either gray blobs or didn’t work the way I needed,” she explained. “Sorry, I want my travel stuff to be cute. I’m just a girl!”
She’d been using packing cubes since her backpacking days, but couldn’t find any that combined looks and function. So, she decided to make her own. After over a year of designing, testing, and refining the product, she launched Pastael with two colorways (yellow & white, and green & blue), clean striped designs, and features like structure and compression zippers.
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The Design Process: Learning Everything From Scratch
Maddie had no background in product design, which made things trickier. “I come from a business management background, but I had to do everything and learn everything myself.”
“I didn’t really know what I wanted visually, but I knew how I wanted it to work,” she said.
Through four different samples and constant tweaking- lighter fabrics, better zippers, more structure- Maddie finally landed on the final version. “The first sample was quite rough,” she said, “but every time I gave feedback, the next version got better.”
She did almost all of it solo. A design-school friend helped her describe technical details like zipper pulls, and later, she hired a freelancer to handle shipping rules and compliance. “Especially international shipping- it’s not easy!”
What’s With the Name?
Even the name Pastael is personal.
“It’s written like ‘pastel’ but with the ‘ae,’ which comes from the Norwegian way of writing it. I grew up in Norway writing that way,” Maddie said. It was her way of combining her UK life with her Norwegian roots.
Why Stripes? Why Those Colors?
The stripes were inspired by her love for the Italian coast. “I spent two and a half weeks there this year just enjoying the colors,” she said. She knew she didn’t want complicated patterns or see-through mesh. “Most packing cubes are either mesh, which I hate because I had bad experiences with bugs, and don’t look cute.”
Image Credit: Pastael
She chose colors based on her personal style, calling herself a “representation” of her packing cubes. While she had early samples in pink, manufacturing limits meant she had to pick just two colorways for launch. “I might bring back the pink-red combo later- it’s been the most requested.”
What Makes Pastael Different
First of all, Pastael cubes are cute. But they’re not just for show- they're seriously functional, too. Maddie wanted something that didn’t just look good in your suitcase but made packing easier.
"It helps you save space, stay organized, and it actually makes packing something to look forward to,” she said. And that’s exactly what Pastael delivers.
Unlike most brands that offer massive six-piece sets, Pastael cubes are sold in pairs. The small set includes XS and S, and the medium set includes M and L. "I don’t like when brands sell six-piece sets and you only end up using two of them,” Maddie said. “This way you can actually choose what you need."
Image Credit: Pastael
She also designed the colorways so they mix and match- whether you're using all one shade or playing with combinations. “Some people might think it’s a bit much, but I think it looks really cute together,” she added.
But the real magic is in the details. The cubes hold their shape when open, thanks to a layer of structured, high-denier nylon. “You don’t have to hold up the sides or anything- it makes packing so much easier.”
They’re also compressible. With a second zipper, you can flatten them down once you've packed- especially handy for things like bulky jumpers or anything that takes up too much air space. “If you’re not packing to the brim, you can actually compress the clothes down,” she explained. They help reduce the size and keep things snug.
Pastael cubes aren’t just about packing- they’re about packing smarter and prettier.
The Future of Pastael
Packing cubes are just the beginning. “We’ve already had requests for toiletry bags, jewelry books, and more accessories to match,” Maddie said. “There are so many travel items that could be cuter, more useful, and more Gen Z.”
She wants Pastael to feel like the fun side of travel. “I think there needs to be more color, more playfulness, more fun. That’s what I’m trying to do with this brand.”
Image Credit: Pastael
Next up? Probably something to keep track of the little things that get lost in your bag. “Your sunglasses, your keys, your rings. Those bits that end up at the bottom of your suitcase- having something for that would be fun.”
Maddie’s Travel Habits
Go-to airport outfit?
“I just want to be as comfortable as possible. Most of the time it’s long-haul flights, like 31-hour travel days to Australia, so comfort is everything.”
Always in her carry-on?
“Packing cubes, a silk sleeping mask, and noise-cancelling headphones. The plane ones never work, and babies are always gonna cry. Just bring the headphones.”
Packing style?
“Very Type A. I lay everything out. I don’t really do last-minute packing.”
Always overpacks?
“Jumpers. Even in warm countries. I hate being cold, it ruins the experience.”
If her suitcase could talk?
“It would be like, ‘Maddie, please. Give me a break.’”
Dream destination?
“Japan. I’m actually going this May!”
Favorite places she’s been?
“The Philippines. I went solo and it was just breathtaking. And Mexico City—it surprised me so much. Beautiful, safe, amazing food, and just so vibrant.”
What She’s Learned
Starting Pastael has completely changed how Maddie sees herself. “I was talking to someone about shipping the other day and all this info just came out of me. I didn’t even realize I knew all this,” she laughed.
“Fifteen months ago, I had no idea about any of this. But now I’ve learned so much, and I feel like I understand every part of my business.”
Image Credit: Pastael
She’s proud of how far she’s come, and Pastael is the proof. “It’s a more fun way to travel,” she said. “It helps you save space, stay organized, and it actually makes packing something to look forward to.”
