IDENTITY / REBRAND / PACKAGING DESIGN / WEB
Give a new identity to Just in Case, a line of handbags and duffle bags filled with emergency kit-like items for life's mishaps and small emergencies. Kits for personal emergencies include products like "The Ladies' Night Out Bag," which was included inside a travel-sized antiperspirant, breath strips, a travel toothbrush and toothpaste, and condoms. The company had also hoped to sell higher-end designer couture handbags in the future filled with similar emergency kit items, and they also eventually wanted to offer a more rugged line of high-quality duffle bags as natural disaster readiness kits, filled with things like emergency supplies of food and water, flashlights, batteries and such. Only one glitch — the new identity needed to be done and products delivered in new packaging for a huge trade show an 12 days.
PROBLEM 1: PRICE POINTS AND DESIRABILITY
The premise, and the original taglines for the brand were clever: 1) Because you never know..., and 2) Bags for every occasion — but the bags themselves had problems. Mostly, they were too big, too expensive and not attractive enough to be someone's go-to bag for an evening out.
“Bachelor Bags” were filled with typical things you’d need for a wild night out and the aftermath — including condoms AND antacids — but the high-quality duffle bag and logo embroidery kept the price point at $55 US, and didn't look modern. The price point was too high for most people for the convenience of having a bag full of toiletries they'd probably only use once.
PROBLEM 2: PROMISES FOR THE FUTURE AND MAKING FASHION PREDICTIONS
The eventual goal was to offer higher-end and couture bags filled with emergency items, but this brought along with it the task of predicting trends and what women will want to carry.
The bags would have to be captivating enough to make a woman chose them over her favorite evening bag on an evening out. This gave the company then the task of not only creating kits, but being handbag buyers or designers as well.
And the Ladies' Night bag looked more like a cosmetics case, and not an evening bag. Certainly not fit for a night out on the town.