IKEA has partnered with The Secret Little Agency to introduce the RESTEN bag, a creative reinterpretation of their well-known blue FRAKTA bag that provides Singaporeans with a stylish and portable method to catch a moment of relaxation.

This initiative is part of IKEA's comprehensive campaign titled “Leave the rest to IKEA,” which seeks to promote better sleep and overall well-being among the busy populace in Singapore. The launch coincides with the RestFest event, dedicated to enhancing awareness of sleep and relaxation.

In an insightful conversation with industry publication LBB, key figures from The Secret Little Agency—Nicholas Ye, co-chief creative officer; Shahrin Izhar, associate creative director; and Dave Winfindale, creative copywriter—shared their vision and the creative journey behind the RESTEN bag.

A Symbol of Rest: The Idea Behind RESTEN

When asked about the inspiration for transforming the iconic FRAKTA bag into a relaxation accessory, Nicholas explained, "Our goal was to seamlessly blend into the chaotic lives of Singaporeans. We aimed not to dictate but to empower them, allowing them to simply 'Leave the rest to IKEA' when they find a moment to breathe."

Recognizing that the FRAKTA bag is a staple in Singaporean life—often used for shopping, transporting items, or as a makeshift tote—the team envisioned a way to redefine its purpose. "Why not give the hardworking FRAKTA a break while simultaneously aiding Singaporeans in finding their own moments of rest?" Nicholas added.

Designing Comfort: Materials and Usability

The design process was heavily influenced by the realities of sleep deprivation in Singapore. Shahrin emphasized the importance of comfort, stating, "The RESTEN bag needed to feel inviting. We chose fabrics that mimic the softness of bed sheets to create a luxurious resting experience, even in uncomfortable settings."

The team ensured that the bag would cater to everyday needs, capable of carrying daily essentials while being functional enough to offer rest when necessary. To reinforce the calming message, the campaign slogan is featured prominently on the bag's straps, reminding users that they can always turn to IKEA for respite.

Creative Journey: From Function to Relaxation

Describing the creative process, Dave conveyed, "It was a unique journey—we took the familiar aspects of the FRAKTA bag and infused them with elements that epitomized restfulness." They meticulously sketched, sourced materials, and developed a prototype all with the intention of easing the stress of a tired Singaporean.

Aligning with IKEA’s Mission for Well-Being

The RESTEN bag complements IKEA’s philosophy of enhancing the quality of life. "It’s not just a bag; it’s a portable haven of comfort that echoes the cozy familiarity of IKEA’s bedding," explained Nicholas.

The team faced challenges in conveying the message of rest in a fast-paced society like Singapore. Shahrin pointed out the potential backlash of a brand lecturing exhausted individuals about relaxation, which led them to pivot their approach. "We chose to be allies in their lives, supporting them in finding their own moments of stillness," he said.

A Modern Engagement Strategy

The 'Leave the rest to IKEA' campaign represents a strategic shift in IKEA's customer engagement efforts, aiming to resonate with the everyday experiences of Singaporeans beyond just providing home furnishings. Dave added, "We aim to create joy in every interaction—be it through products, social media, or innovative entries like the RESTEN bag."

The launch of the RESTEN bag leveraged social media creatively, allowing IKEA to engage with audiences and create a buzz around the product quickly. Nicholas noted the overwhelming response on social platforms, indicating a genuine desire among Singaporeans to enhance their rest and leverage IKEA's resources.

The RESTEN bag exemplifies IKEA's commitment to understanding customer needs while providing innovative solutions that support everyday life, encouraging individuals to prioritize health and relaxation amidst their busy schedules.