Founded in 2013 by three mothers - and sisters - Leader Bag Co. gives modern parents a contemporary and stylish choice in an otherwise uninspiring sea of unicorns, polka dots and rainbows. Paradise was engaged to design this diaper bag and has since evolved into Leader’s creative consultant. In addition to two phases of product design and production, we’ve worked with Leader Bag Co on their product strategy and offering, managed their branding process while solidifying an overarching creative direction, and revamped their website to allow for a broader e-commerce experience that can grow as the product line does. With only two short years in market and Leader Bag Co.’s brand strength has allowed them to successfully transition into a predominantly pre-sale based sales model.

The ultimate goal for the Leader Bag Co. brand is to celebrate Moms and Dads, and to ease and facilitate the shared role of parenting. The bag design needed to reflect this. The inside of the bag was designed for function: pockets of different sizes, mesh elastic holders, water-repellent & wipe-clean fabrics and a pouch insert to hold a changing a Leader Bag changing mat & diapers. On the outside, the backpack is designed to be contemporary & gender neutral: waxed-canvas with leather accents in a neutral color palette. Keeping the parent & their babies in mind, we sourced safe fabrics, and produced with local, US manufacturers.

To match the back-pack design, we contracted New York based designer Lotta Nieminen to develop a mark and visual system to reflect the quality and values of Leader Bag Co. Our recent update to the website introduces an intuitive e-commerce experience with a stronger narrative explaining the function of the products & modular system that will expand with the brand and their product line.

• Brand Strategy

• Creative Direction

• Product Design

• Web Design

• Web Development

• Production Sourcing and Management