Pack Less Be More... Pack More Be Less...
I just do not perceive anyone's being as determined by how much he (or she) packs! To me, this slogan falls into the same trap of perceiving people by the jobs they hold.
This is Backpacking Light, no? Then how about "Pack Light And Enjoy"? To me, this recognizes the intrinsic value of hiking/packing light -- and there's no great need to compare whether it's less or more or whatever.