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The First Bag
for my kids
2019
DYOI
The first bag for our precious child
DYOI is a baby bag brand made by a mother who majored in psychology,
and it has the motto of "The first bag" made by a mother.
This project was carried out under the goal of discovering the core brand identity and increasing the product lineup to match that identity.
Based on DYOI's marketing direction and user survey results targeting mothers, we have established brand identity as "a professional brand
that understands and studies the developmental characteristics of my child" and "minimal design that considers both mother and child's design preferences".
Project Director
Park Gwanwoo
Research &
Product Planning
Kim Mirim
Jun Hyunjung
Who is DYOI?
baby
bag specialty brand
What does DYOI do?
children'sin the process of development
characteristicreflected
produce and sell bags
How does DYOI work?
Not just a pretty design
study the developmental characteristics of children
reflectedFunctional product proposal
With all product safety certifications
non-toxicmaterial use of
with a simple design
Anyone (mother-child),
everywhere
Easy to coordinate design
How does DYOI work?
with a firm philosophy
raising a child
mom made
one person business
What success does DYOI want?
child's major growth development
Necessary for each step
Specialized in premium baby bags
Positioning as a brand
“A horizontal bag is convenient for organizing or looking for things at a glance.
I think it's good for lower graders to use.”
“I have a lot of notebooks and small belongings, but there is only one separate pocket, so
It’s always mixed up in the bag.”
“My child puts his shoe pocket in his school bag and carries it around.”
“A water bottle pocket is absolutely essential”
As DYOI's existing product started with the mother's small idea of "How about incorporating a portable booster that has always been a burden to mothers into their favorite bags", we conducted a user survey of parents in the lower grades of elementary school to develop a "first school bag".
As a result, reflecting the characteristics of the lower grades of elementary school, the concept of "Hands Free Design" optimized for organizing, such as "inner bag that helps children organize themselves" and "detachable slippers bag that free their hands".
In addition, to expand the lineup, a popularized version of the existing DYOI product and a new advanced version have been developed.
The popular version offers a light weight and various colors tailored to European sensibility, and the advanced version is made with a concept that emphasizes a luxurious design.
A design concept was derived through workshops by internal researchers and designers. In consideration of production and sales, matching was carried out by exploring materials and subsidiary materials that are suitable for the design concept and can be KC certified for children's bags.
idea sketch and
Derivation of design concept for each lineup
For actual scale check
Paper and artificial leather
prototype production
Baby bag KC certification
Exploring possible materials and subsidiary materials
fit the design concept
By selecting the final material
matching work
The final design was derived through several sample work and design modifications.
The concept derived in this way has been commercialized, participated in Maison & Objet, the largest international living fair in Europe, and received positive responses from buyers. It is currently being sold at Shinsegae Department Store Gangnam branch and Hyundai Department Store Pangyo branch, including DYOI website.
