UTÓPIA - chance to change

My idea was to create a backpack for the urban life that can satisfy the needs of everyone.
It will be a fourre tout, without a single and specific use. Its function will change depending on the user’s needs.
The concept of this brand is to provide a product which is customisable, and that gives the user the possibility of being able to change it over time in order to stop it from becoming obsolete.
For this reasons the name of the brand is UTÓPIA - chance to change.
Survey & Distribution
After a survey completed by 95 people, I decide that the potential user is between 18 and 30 years old. It will be a person interested in the trend of the moment and alert to the relationship between quality and price.
The backpack can be sold in flea markets where there are a lot of emerging designers showing their products and is also a great way to get known. But it can also be sold in concept stores where, the same designer, can propose a collaboration with them.
Customizable over time
The backpack is customisable because it can be separated into several parts and each of them can be changed. This can be seen in two of the photographs, the first depicting the detail of the exterior pocket, and the second, the clips of the lid.
The bag has the characteristic of being expandable through a band which can be added or removed through a zipper.
Thanks to this mechanism, the backpack can have two different capacities. 12 litres for the small version and 14 litres for the large version.
To put this into perspective, the smaller version is able to hold a 13” computer and the larger version can hold a 17” computer.
The materials used in the prototype are PVC and cotton, but the product, when mass produced, will be available in more materials and colours.
The lining is a smooth cotton, soft and opaque, while the exterior is made of PVC, a waterproof material, plastic with a light sheen.
The backpack is a completely handmade product.
Also, the braces have been made by a craftsman who works with leather, as you can see in the pictures. They have two layers, one in leather and one in nylon.

Team Credits

Ambra Dentella

  • Message
  • Product designer

Project Tags

  • productbranding
  • productdesign
  • backpack

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Ambra Dentella
Product designer