Bedigital, parent company of Techbag and esenses, is South America’s leading distributor of bags and digital cases. The urban bag experts approached us with a twofold challenge: help them strategically move from being a leading distributor of products to being a leading designer; and create their first foray into this market via the esenses brand.
The process began with comprehensive ethnographic research, working with Bedigital to establish its bullseye target consumer and the important features for this group. The key target, young students and junior professionals, voiced a number of priorities including comfort, multiple pockets, digital device protection and security.
Given the move from being solely a distributor, Curve ID also needed to create a design language for the esenses brand, helping its lifestyle values – adventurous, urban, functional, enabling – to live through the range.
The result is a collection that fuses the best ergonomic back support, with thoughtful categorization in the interior of the bags and security systems to prevent theft. Each product has a spacious section that protects digital devices, but the design also ensures that other carry round items remain intact – no longer will your laptop squash your sandwich…
The esenses collection is currently available across Colombia in supermarkets, tech stores and malls, with ambitious plans for expansion.