@work
Company: Briggs & Riley
Year: 2009
Role: Industrial Designer
In 2008, Briggs & Riley set out to revitalize their @work collection, focusing on critiques regarding its weight and style while preserving functionality. Tasked with designing 27 SKUs, I undertook extensive U.S. travel and conducted surveys for direct customer feedback. This approach revealed a preference among our conservative clientele for lighter, more stylish briefcases without sacrificing practicality. The insights gained led to the successful 2009 launch of the redesigned @work collection, striking a perfect balance between modern aesthetics and functionality, and reaffirming Briggs & Riley’s commitment to innovative, customer-centric design.
Modernized Organizer Section
The Organizing Panel, a standout feature in our collection, was meticulously crafted based on comprehensive customer feedback and a deep understanding of their technological needs. Recognizing the diversity of devices our users carry, we conducted thorough studies to ensure the design perfectly accommodated these essentials. This panel wasn’t just about organizing but was intelligently designed for the specific dimensions and protection requirements of commonly used gadgets.
A key aspect of this innovation was its modular design, consistent across all styles, which not only streamlined production but also aided in consumer identification throughout the line. This uniform approach in design meant that regardless of the product chosen, customers could enjoy a familiar and efficient organizing experience. This modular organizing solution, tailored to the tech-savvy, became a hallmark of our range, reflecting our dedication to user-centric innovation and technological integration.
Molded Handle System and Hardware Design.
For this collection, I developed and introduced an innovative molded handle and docking system, revolutionizing the convenience of linking wheeled cases with carry-on luggage from Briggs & Riley and other brands. This pioneering feature played a central role in a comprehensive overhaul of all hardware components, which included the creation of sleek, lightweight zipper pulls, elegant logo plates, and sturdy rings. The entire revamp significantly enhanced both functionality and aesthetic appeal, setting a new benchmark in briefcase design for unmatched practicality and sophistication.
Project Summary
This was my debut project as a bag designer. I spearheaded this comprehensive overhaul of Briggs & Riley’s premiere briefcase line, achieving remarkable success and market reception. This ambitious endeavor involved a complete redesign of all elements, including hardware, soft case styling, the trolley system, and wheels. The project’s crowning achievement was the significant weight reduction of nearly 20%, a testament to our innovative approach and meticulous attention to detail. This total revamp showcased my ability to blend functionality with aesthetics, setting a new standard in luggage design. The project’s success marked a significant milestone in my career, establishing me as a capable and forward-thinking designer in the industry.
Team credits
Richard Kruilik (CEO B&R), Georgene Rada (VP of Design B&R), Louis Tsai (Industrial Designer B&R).