Lifebag

What Lifebag needed

Lifebag is a 72-hour emergency backpack system built to the Dutch government’s official preparedness advice, Denk Vooruit. Water and rations, first aid, a battery radio, light, masks, tools, document pouch — packed into a waterproof backpack that deliberately leaves room for your own things.

They needed the website built, and help shaping the product line itself.

What makes it hard

The obvious product design is wasteful. Emergency kits are sold per person, so a household of four buys four radios, four multi-tools, four first-aid kits. That is expensive, heavy, and most of it is redundant — you do not need four radios, you need one radio and four people who can carry water.

But you cannot simply sell one big kit either, because in an actual evacuation everyone needs to be able to pick up a bag and go.

And nobody wants to shop for this. The category asks people to picture a flood, a blackout or a conflict and then spend money on it. Push the fear and it feels manipulative; soften it and there is no reason to buy today. The product has to be trusted before it can be sold, which is a communication problem more than a commerce one.

What we did

We helped shape the line into Basic, Plus, and a modular Booster system. One household buys a full kit, then adds a Booster per extra person: each family member carries their own bag, shared equipment is not duplicated, and everything still stores together in one place.

It is the first fully modular emergency kit on the market.

We also built the site, which for this category is doing at least as much explaining as selling — what is in each pack, why the modular system costs less than buying twice, and what the government guidance actually asks of you.

Where it stands

On sale at lifebag.nl.