Adnan Alicusic


Notabag: How We Designed an Innovative Bag Using Dieter's Ram Principles

This innovative bag, on Kickstarter now, converts simply into a backpack without any extra materials.


One day, when I found myself fighting traffic on my bike with a heavy bag on my handlebar, I had a lightbulb moment. Wishing that I could wear my shopping bag over my shoulders, I started envisioning a transformation from a bag to a backpack. At first, I was convinced that such a product must already exist. However, after almost two years of research and not being able to find anything like it, my friend Ilaria and I went on to create our own—we called it Notabag. It's a simple tote bag that transforms into a backpack. Here’s the story of our design process, based on Dieter Ram’s 10 principles of good design.

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