The concept of the "Everything Tote" grew after surveying our customer and identifying white space in her need to consolidate what she carried out of the house every morning.  As an insulated bag brand, fit + fresh has always been keyed in on what our customer needs to keep her lunch fresh, but we hadn't spent a lot of time understanding her other needs in the "carry" category.  

For this project my responsibilities were:

-developing a survey and distributing to our customer base

-leading the group at interpreting the findings & brainstorming solutions

-ideating & sketching

-specs & development with factory partners in Asia

-researched & developed trend for silhouette, print & color as it relates to our customer & brand

-final product design & developing CMG reworking existing best selling prints from our archive