Our Role: Turning Ambiguity into Clear Direction

A common question we receive is:

“We know we need bags — but we don’t know what we want.”

Our solution is not to overwhelm clients with options, but to narrow down strategically.

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Client Background: A European Duty-Free Retailer

One example comes from a European client operating duty-free retail stores. Their objective was to expand their souvenir bag offering.

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• Step 1: Defining the Vision Through Guided Ideation

  At the start, the client had only three high-level requirements:

  • A travel tote suitable for duty-free shoppers
  • A bag that could be attached to a luggage puller
  • A look that feels luxurious and clearly represents a destination

  Using our brief deck and ideation framework, we guided the client through:

  • Product typology options
  • Visual language references
  • Functional expectations
  • Retail positioning considerations

  By the end of this session, the client gained clarity on:

  • Which bag type made the most sense
  • The desired material hand-feel
  • Basic structure and size
  • How the destination should be visually represented

• Step 2: Translating Destination into Design

  With a clear direction established, our in-house design team moved into concept creation.

  For this project, our designer applied a Toile de Jouy–inspired technique, similar to the aesthetic approach used in luxury totes such as the Dior Book tote bag, adapting it specifically for the client’s destination theme.

  The result was a custom illustration and design concept that:

  • Immediately evoked the destination
  • Felt premium and suitable for duty-free environments
  • Allowed customers to emotionally associate the bag with their travel experience

  This visual step was critical in helping the client see the product for the first time — something that words alone often can’t achieve.

• Step 3: From Design to Product Execution

  Once the design direction was confirmed, the project moved into the standard development phases we support across all Hoybag projects:

  • Physical mock-up
  • Sample development
  • Basic structure and size
  • Sample confirmation
  • Mass production
  • Shipment coordination

  These steps are covered in detail in our other case studies, but the key takeaway remains the same:

  our clients don’t need to manage complexity — we do that for them.

Design Support That Scales with Your Order

For corporate merchandise projects, we offer professional design services to support ideation and product development.

Note:

Design service fees are chargeable, but fully waived when orders meet or exceed the MOQ for the relevant product category.

This ensures flexibility for exploratory projects while rewarding clients who move into full-scale production.

HOY: A Corporate Merchandise Partner, Not Just a Manufacturer

If your team:

• Has no design capability
• Has only a vague concept or vision
• Needs guidance from idea to final product