What Pack receives iF Design 2026 Design Concept Award

In 2026, What Pack was recognised with an iF Design 2026 Design Concept Award.

For us, the recognition is meaningful not simply because of the award itself, but because it acknowledges the thinking behind What Pack — an attempt to rethink everyday carry from a different perspective and explore what a modern carry system can be, and how it can evolve with different lifestyles and needs.

Designed around everyday movement

What Pack was developed around a simple idea: everyday carry can be more considered.

Rather than adding features for the sake of it, the design looks at how a pack is used throughout the day — how it is carried, accessed, organised and moved with. At the heart of the concept is a modular ecosystem, enabled by 3D-printed components, that allows the pack to be expanded, adapted and personalised over time.

This means the way What Pack is carried can evolve with the person using it — adapting to different lifestyles, personal styles and purposes. Instead of designing one bag to fit everyone, the idea is to create a system that can change with you.

Why it matters to us

This approach reflects what Simple, Sexy, Smart design has always meant to us at The What Brand. It’s an endless pursuit of making our designs cleaner, more desirable to use, smarter in the way they adapt and enhance everyday life, and more sustainable in the way they are made and used.

Having What Pack recognised by iF Design is an encouraging affirmation of that approach.

For us, it’s a reminder to keep things simple, thoughtful and purposeful — and gives us even more reason to keep pushing What Pack from the drawing board towards the market.