CLIENT: CABOODLES (plano synergy)

INDUSTRY: Beauty & Organization

MARKET: united states

brief: Create a line of bags for teen athletes, who are as interested in makeup as they are in rugby practice

We partnered with Caboodles and champion Olympic gymnast Simone Biles to develop functional, beauty-forward bags. The Gen-Z audience doesn’t think of themselves as “sporty” or “girly”, but rather as shifting identities through a day of sports practice, school, and seeing friends. Caboodles’ brand history of makeup organizers meshes surprisingly well with an athlete’s needs. Every bag architecture shows equal consideration for eyeshadow palettes and sweaty sports bras, to reflect the users’ multi-faceted interests. The line launched Fall 2018!

A selection of the design process is below!

The Sporty Girls told us how they didn’t have good bag option to fit their full day. They needed storage for their sweaty clothes & dirty shoes after sports practice, but ALSO organization for hair tools, makeup, & other personal care items!