Services
Design Research / Concept Ideation
Sector
Lifestyle / Computer Accessories
Challenge
Alienware approached us to help refresh their line of backpacks in preparation for a broader brand evolution. The new aesthetic, called “Dream,” was developed by their internal marketing team to evoke fluidity, surrealism, and a sense of living motion, something adaptive, streamlined, and visually iconic. Our challenge was to bring that conceptual direction into a real, functional product line that served the needs of Alienware’s core audience: PC gamers and e-sports athletes.
The goal wasn’t just about updating the look, it was about delivering practical performance for users transporting high-end gaming gear. These backpacks needed to securely carry oversized laptops, headphones, power bricks, keyboards, mice, and more, while reflecting the bold, futuristic identity that Alienware is known for.
Approach
Our team began with concept sketches and visual directions provided by Alienware’s marketing team. Using those as a foundation, we expanded on the ideas, exploring new silhouettes, paneling, and functional configurations that could meet the technical needs of the product while staying true to the Dream aesthetic. Through collaborative design reviews, we refined the forms, details, and layout into final concepts and delivered a full tech pack for production.
To bring Alienware’s iridescent and forward-looking design language into the physical product, we used custom zipper pulls and fluid panel lines that wrap through different sections of the bags. These elements give the backpacks a distinctive shape and visual flow, while reinforcing brand recognition and shelf impact. Throughout the process, we worked closely with the head of Dell’s softgoods team to ensure design intent and manufacturing practicality were aligned.
Outcome
The final Alienware 18 and 16 backpacks strike a balance between futuristic style and everyday usability. They give gamers a way to organize and protect all their gear in a single, purpose-built carry system, while visually reinforcing the Alienware identity through distinctive forms and refined details.
Both backpacks are now available through Dell’s website, delivering a high-end look and feel at an accessible price point. With this launch, Alienware not only refreshed their softgoods offering, they elevated it.
