IT'S in the bag!

Kangourou, a private label of Colruyt Group, offers a wide variety of school related products. Together with the rebranding of their writing supplies, Achilles Design also helps each year to develop their range of school bags.
Kangourou offers satchels and backpacks for children of all ages, from toddlers to tweenies to teenagers. With all of these ages having different needs and ideas about what is trendy, it is hard to create a line which seems coherent and lives up to the brand, unless you have a solid handle on the core values of the brand. From this foundation you can build up the range. The functionality of the individual bags and the look and feel are thoroughly analyzed and improved upon year after year.


Mood boards on current trends inspire our fashion designers to create new characters, illustrations, prints, patterns and colour palettes. They also take a closer look at different fabrics and sewing details.


Children from kindergarten up to teenagers are invited to our co-creation workshops. There we gather feedback on our first designs and let them work on their own ideal school bag. Like this we learn what is trending on nowadays.


In the next stage we ask a large group of children to review our designs in a custom made online survey tool. By scoring different designs and adding comments on why they do or don't like a design, the favorite designs come forward.


Ready for production

At the same time we optimize the functionalities of all different models: handy zippers, additonal pockets, attractive labels, durable velcro, reflective piping for safety and a rain cover for common Belgian weather conditions.

"I prefer storydoing over storytelling. No fairytales but real stories, made by children."

"Working with children always provides a fresh perspective on things."