Client: Just in Case Timeline: VERY TIGHT. Products had to be reconceptualized with a new brand and packaging for a trade show in 12 days.
Skills used: Branding, critical thought, logo design, packaging design, copywriting, art and creative direction
Give a new identity to Just in Case, a line of emergency kits for life's mishaps. The company had also hoped to sell higher-end designer couture handbags filled with emergency kit items, along with a more rugged line of high-quality duffle bags as natural disaster readiness kits.
While the premise and taglines were clever (Original Taglines: 1. Because you never know... 2.Bags for every occasion), 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.
Problem 1: Price points and desirability
“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 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. 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.
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.
For life's small emergencies, I reimagined the bags instead as cardboard pillow boxes small enough to slip into a bag you already own. This brought the price down significantly and the disposable nature of the boxes encouraged repeat sales. The boxes came in two sizes: Mini-kits small enough for a handbag, and medium kits, for fitting into a larger bag, briefcase or luggage.
The logo got a chic, unisex new look and fun names, including: The Office Assistant, which included items like Shout wipes for lunch mishaps, a non-perishible snack for unexpected overtime, safety pins for wardrobe malfunctions, breath mints, and asprin for headaches.
One of the taglines also got a revamp, instead of "Bags for any occasion," they became for "For every bag. For every occasion." I used visuals in the ad campaign ranging from a young woman in a nightclub to a young worker holding a briefcase.
The ad campaign featured the product in settings in which the creator envisioned them being used — a kit for a girls' night out for instance has the atmosphere of a nightclub, and I chose typefaces and language that were modern and had enough visual interest to make the kits exciting to consumers.
For the web prototype I also created product categories for weddings and for men. The wedding kits came with variants for both the bride and the groom, as well as the wedding party, to encourage group sales as favors.
For disaster readiness kits, we went back to the high-quality duffle bag. It got a more rugged look and became a sub-brand, Just In Case 911, which also got its own tagline that included language about disasters but also about peace of mind. The price point on this was ok starting at $55 US, simply because it was a quality, waterproof bag filled with truly useful survival items of high quality that people trusted. People in focus groups said they'd trust and buy the bag, even if it was something they hoped they'd never have to use. It evoked a feeling of safety and preparedness.
The reconceptualization was very well received, these were just a few comments from focus group members, who'd said they were not interested in any way in the original product:
"Wow that's actually a cool idea. Are they in stores yet?"
"That reminds me now of something I'd find at Neiman Marcus. It looks expensive. It looks cool. It looks like luxury, and it's somehow cheaper. I think Neiman's when I see it."
"If you'd done THAT transformation for my company, I'd say you just saved my business. I'd buy THAT. Especially to keep in my desk at work."
The owner of Just in Case and the products are hopefuls for a reality television show next spring.