So, instead of asking consumers to buy an expensive bag, I imagined these as kits small enough to fit into a bag the consumer already owns and loves, packaged in cardboard pillow boxes. This brought down the price point considerably, and also generated much, much more consumer interest. Also, the disposable nature of the packaging increased a desire for repeat sales, while still managing to look chic.
The logo got a 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.
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. This led to a revamp of one of the tag lines. Instead of "Bags for any occasion," they became for "For every bag. For every occasion."
For ads, visually I wanted them to echo what the original intent of each kit was for. The "Ladies' Night Out" bag became "The All-Nighter," and had visuals of a young woman in a club or entertainment scene. "The Office Assistant" featured a male and the bag as a briefcase, sending the sentiment that some of the kits were unisex or intended for the male demographic. Showing the briefcase was ideal because with the word "bag" the connection to purses and handbags is easy to make, and the concept of something like luggage or a briefcase gets lost.
The line of kits for natural disasters became a sub brand, Just in Case 9-11. The typefaces were more rugged, and they retained the original packaging in the sturdy duffle bags. That tagline became: For every emergency. Every kind. Peace of mind.
It included kits for floods, tornadoes, hurricanes and other disasters.
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.