Design of a Modular and Eco-Responsible Outdoor Backpack
Context
As part of a brand repositioning around sustainability, innovation, and technical performance, a French outdoor company partnered with the KPMG Innovation Lab to create an iconic product that would reflect its new values.
The objective was to design a product that is useful, desirable, and sustainable, tailored for a target audience of active and dynamic users looking for gear that adapts to both everyday routines and more demanding sports activities.
Project Overview
Phase 1 – Research & Framing
- Market trend analysis in outdoor and surf sectors (materials, usages, product innovations)
- Competitive benchmark to identify market gaps and opportunities
- Exploratory interviews to gather insights from target users (mobility habits, equipment needs, pain points)
Phase 2 – Concept & Design
- Development of a fully modular backpack concept:
- Adjustable straps for accessories (yoga mat, water bottles, mesh pockets)
- Surfboard attachment system designed to avoid contact with the legs when walking
- Side compartments and bottom modules that can be added or removed
- Design exploration in 2D and 3D, including shape, volume, and ergonomics
- Material recommendations focusing on durability, waterproofing, and eco-responsibility
Phase 3 – Delivery & Final Output
- Presentation of a fully documented and visualized product concept
- Recommendations for building an ecosystem around the product (label, community, open innovation)
- Visual assets prepared for internal communication and market testing
Outcome
A functional, sustainable, and distinctive backpack, designed as a true companion for sports and outdoor activities.
The product concept bridges brand identity and modern user expectations, through a mix of modularity, practical features, and environmental responsibility.
