Continuum
Don't let yourself be defined - An everyday carry bag ready to go anywhere
Why I made this
Seeking to utilize a CMF strategy approach to a soft goods bag design, I created this bag for those who don't view themselves as defined by one thing - but exist on a spectrum of styles, interests, and experiences.
User and Problem Identification
Striving to take a CMF approach to a bag design, the process began through a deep dive and refinement of the target user group.
Research revealed an emerging subset of luxury buyers. These Gen Z luxury consumers, unlike traditional luxury buyers, valued the access to community offered through luxury brands over the exclusivity. These users also value social and environmental activism, physical and mental wellness, exploration, innovation, self-led learning, and authenticity. Given their interests the user group was defined as the 'Fluid Activist'.
The interesting combination of user values led to the need for a sustainable luxury bag offering that provided flexibility to the user while recognizing and empowering their existence on a spectrum rather than being defined by one interest or style.
Design Process
Following the refinement of the user group, research was conducted into how the identified cultural traits of the group could manifest into design elements.
Research topics included the intersection of digital and physical features and experiences, micro and macro culture and fashion trends, user behavior, material innovations, and manufacturing techniques.
Concurrently with research, sketches were created to evaluate and refine design directions.
Prototyping
Throughout the process, prototypes were created at various levels of fidelity to test sewing methods, features, designs, and mechanisms.
Prototypes included investigating
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modular pocket systems
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hidden pocket designs
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boa lacing system strap adjustment
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cross-body to shoulder bag strap mechanisms
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aesthetic details
Final Design - Overview
Continuum is a bag for those who aren't defined by one 'thing' but exist on a spectrum of interests, styles, and experiences.
Designed to be flexible and multipurpose - ready to go with you anywhere and everywhere: the airport, the park, a dog walk, out to dinner with friends and everywhere else.
Featuring sustainable and long-lasting materials, users can feel good about their purchase.
Final Design - Colors
Color choices were grounded in user research and speak to various elements of the 'Fluid Activist'
Electric Indigo is inspired by the rare structural blue color found in nature, such as on bird feathers and butterfly wings. The vibrant and iridescent nature of the color reflects the Fluid Activists dynamic lifestyles.
Unbleached Cotton and Midnight Blue reflect both continuity and mystery by representing naturally occurring colors that either absorb or reflect all wavelengths of light. Unbleached Cotton also celebrates sustainability through removing the need for dyes and thus is used as the primary bag color.
Chlorophyll Green and Electric Kumquat reflect self-expression and experimentalism providing a sense of vibrance and energy. Used as accent colors, they add a feeling of personalization or in secret pockets, provide a joyful surprise.
Final Design - Materials
Continuum features:
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Organic Cotton 10oz Duck Canvas
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With GTT EMPEL waterproofing (coated using water-less waterproofing process)
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Quantum 5280 Yarn Based Suspension Textile
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Durable but flexible textile for water bottle pocket
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Dyneema Fiber Paracord
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Cut resistant Paracord to prevent cut and grab theft
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YKK NATULON Ocean Sourced Conceal Zipper
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Sourced from plastic waste in waterways and waste streams in coastal countries without waste management
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BOA L6 Lacing System
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Recycled stainless steel lace
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*As a future-focused concept design, structural color applications would be used for all coloring. Structural color provides a sustainable alternative to traditional dyes as it is created by applying nanostructures, producing vibrant colors that won't fade with time and don't pollute during production or use.
Final Design - Aesthetics
The primary bag with continuous strap features a simple design that can be pared down for any activity, with the interchangeable continuous strap that can be swapped for various color options. The strap with boa-lacing system allows for a continuous loop that can be lengthened or shortened without extra buckles or loose strap material while highlighting the theme of continuity.
Much like the Fluid Activist, who might not be what first meets the eye, the quilted canvas of the main bag creates a juxtaposition between canvas, a more rigid material, and a continuous quilting pattern, typically applied to soft materials.
Modular straps and inserts allow the user to tailor the bag for their activity or aesthetic.
Final Design - Functionality
The box style construction allows the bag to expand or collapse to fit users needs or packing.
The primary pocket can fit a phone, keys, small camera and more and the additional insert allows the user to easily organize sun glasses, headphones, credit cards or other small items while dividing the main pocket into two. The primary pocket also conceals a small hidden pocket for whatever treasures the user might have. The side tab adjoining the primary pocket provides a quick-access key pocket and attachments for the add-on jacket sling strap.
A water bottle pocket with cinch is concealed in the front pocket, allowing it to be packed away when not in use or used as a pocket for other items.
The woven pocket add-on holds your phone, proving particularly helpful during travel by allowing you to access your phone or view your screen without removing it from the pocket.
The rear flap allows access to the continuity strap attachment, allowing users to swap continuity straps or switch the strap from its cross-body position to a shoulder bag position.
