Kangourou, a private label of Colruyt Group, offers a wide variety of school related products. Together with the rebranding of their writing supplies, Achilles Design also helped to develop their range of school bags. Kangourou offers satchels and backpacks for children of all ages, from toddlers to tweenies to teenagers. With all of these ages having different needs and ideas about what is trendy, it is hard to create a line which seems coherent and lives up to the brand, unless you have a solid handle on the core values of the brand. From this foundation you can build up the range. The functionality of the individual bags and the look and feel are thoroughly analyzed and improved upon year after year.
Mood boards on current trends inspire our fashion designers to create new characters, illustrations, prints, patterns and color palettes. They also take a closer look at different fabrics and sewing details.
We invited children in the age groups ranging from kindergarten to teenagers to our co-creation workshops. During these workshops, we gathered feedback on our first designs and let them work on their own ideal school bag. Like this, we learn what is trending.
In the next stage we ask a large group of children to review our designs in a custom made online survey tool. By scoring different designs and adding comments on why they do or don’t like a design, the favorite designs come forward.
Handy zippers, additional pockets, attractive labels, durable velcro, reflective piping for safety and a rain cover for common Belgian weather conditions.
Working with children gave us the fresh perspective that allowed us to set up an inspiring range of products.