Maxpedition Urban Assault maybe? Maxpedition’s prepared citizen bags are interesting too, basically a jansport with bombproof fabrics.
Osprey, Deuter and similar have good bags too but aren’t custom built for carry. Looks normal because they are, and can be surprisingly durable while also being light.
Velcro is out but how about molle loops? Leaning more tacticool for the features and materials or are you looking to be more colorful and inconspicuous?
Maxpedition has a “Prepared Citizen” line that is basically a Jansport design with very durable fabric like military packs use. Not everyone’s taste but a cool idea imo