Distinguished Digital Carry Goods
Three lines of laptop and device bags, from first sketch to shelves at Apple, Hudson’s Bay and Future Shop.
The DRI, El Camino and Primary lines also sold through Little Burgundy and later reached European and Asian markets. Our two-person team covered product design, graphics and product photography, and gave PKG a new look along the way.
Starting point
PKG makes bags and cases that protect laptops, tablets and phones. Moving into soft goods after years of hard goods meant relearning materials and process. Fabric drops the limits of injection moulding, so the first job was learning what it could do instead.
Learning the trade
We learned by making, next to some of the most experienced sample makers in the industry. Seeing early what fabric could and couldn’t do cut production costs on the spot and focused our effort before manufacturing moved overseas.
Research & audience
Fabric choice turned out to matter as much as form. We studied trend forecasts, competitors and sales data, and found a gap: commuters had few bags that were minimal, affordable and still highly functional.
So we designed for the urban commuter who carries a laptop, tablet and phone every day and needs a bag that handles the trip. That brief became the DRI and El Camino collections.
Ideation
Hand sketches set the silhouettes, strap hardware and closures before anything went to CAD or the sample room.
