MERCH DESIGN: "THE BAG" - CUSTOM EVERYDAY BACKPACK
Stubble & Co x XPEL - 2024
Overview
"The Bag" was a limited-edition collaboration between XPEL and Stubble & Co., reimagining Stubble's signature "Everyday Backpack" for the XPEL audience. We created a custom, everyday carry solution in Stubble's iconic "concrete" grey, infused with XPEL's vibrant yellow accents and reflective tonal branding. More than just a bag, it was a daily motivator, featuring a hidden "let's get it" affirmation to inspire action.
Challenge
With limited examples outside of a few embroidered off-the-shelf bags that customers and employees had commissioned themselves, the brand was ready for something new, and a custom backpack with Stubble was the perfect way to crack the seal on collabs. We needed to create a collaborative product that resonated with both brands' audiences, balancing Stubble & Co.'s refined aesthetic with XPEL's dynamic energy, fit for casual carry, but polished enough for a boardroom.
Solution
I worked with Stubble & Co. to leaverage their existing "Everyday Backpack" design, customizing it with XPEL's brand colors and reflective elements. The "concrete" grey exterior provided a sophisticated base with automotive affinity, while the yellow liner and zipper pulls added a pop of XPEL's signature vibrance. The hidden "Let's Get It" affirmation added a unique, motivational touch, aligning with XPEL’s drive for excellence.
Outcome
"The Bag" was a highly successful limited-edition release, selling out rapidly. It generated significant social media buzz and strengthened brand affinity between XPEL and Stubble & Co. The product effectively extended XPEL's brand into a new lifestyle category, creating a tangible, everyday connection with its audience.
Toolset
Collaborative design process, color and material selection, brand integration, custom typography and messaging, vendor management, limited-edition product launch strategy for release to dealers at company conference for maximum retail impact.
Next Steps
Explore further opportunities for strategic brand collaborations, focusing on creating unique, limited-edition products that resonate with specific target audiences. Analyze sales data and customer feedback to inform future product development and brand partnerships.
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