The Tome Tote
Problem
In the late 1960s JanSport backpacks were designed specifically for hikers and campers. However, to expand their company they needed to find a new audience in a white space currently underserved by backpacks. Their focused problem became: Who’s a large group of people we can serve that carry heavy items everyday versus just at the weekend?
insight
Students! There isn’t an ideal backpack for school students. Carrying books around all day is a heavy load that handheld satchels just don’t alleviate.
idea
The JanSport School Bag. Reinforced bottom to support books, padded straps for all-day comfort, and one extra zipped pocket for organization. A simple, durable design that kept prices affordable and allowed for many different patterns and colors.