The Secret Little Agency on Reinventing Comfort with IKEA’s RESTEN Bag
IKEA teamed up with The Secret Little Agency to launch the RESTEN bag, a reimagined version of its iconic blue FRAKTA bag designed to give Singaporeans a portable way to rest.
The campaign forms part of IKEA’s broader "Leave the rest to IKEA" initiative, which began with the RestFest event promoting sleep and well-being.
Speaking to LBB’s Tom Loudon, Nicholas Ye, co-chief creative officer, Shahrin Izhar, associate creative director, and Dave Winfindale, creative (copy), explain how they transformed the FRAKTA bag into a symbol of rest.
They also reveal how insights into Singapore's sleep deprivation shaped the design, how they avoided preaching about rest, and how the campaign leveraged digital platforms to engage audiences.
LBB> What inspired the reimagining of IKEA’s iconic FRAKTA bag as a symbol of rest?
Nicholas> We were working on a more extensive campaign with IKEA Singapore to encourage Singaporeans to find easy and affordable ways to rest amidst their busy lives. Instead of dictating that Singaporeans should start sleeping more, we wanted to position IKEA as an enabler of rest — allowing them to live their lives and simply “Leave the rest to IKEA” when they finally take a break.
As we were looking for ways to insert IKEA into Singaporeans' hectic everyday lives and enable moments of rest in surprising ways, we noticed that IKEA’s iconic FRAKTA bags were a common sight in Singapore. People use it for all sorts of things in their busy everyday lives.
So, what if we could give the ever-hardworking FRAKTA bag a rest and, at the same time, help Singaporeans find some much-needed rest as well?
LBB> How did the insights into Singapore's sleep deprivation influence the overall design and message of the RESTEN bag?
Shahrin> First and foremost, the RESTEN bag had to be comfortable. So, we selected fabrics that felt like bedsheets when touched —smooth, soft, and relaxed. Something you can comfortably rest on, even in the least comfortable or unexpected spaces.
We also wanted to ensure that it would complement everyday Singaporean lives instead of getting in the way. That means making sure that it can carry the load of everyday items.
Our final touch was adding the campaign message on the straps to remind Singaporeans that, no matter how busy life gets, they can always leave the rest to IKEA.
LBB> Can you walk us through the creative process of transforming a functional bag into a tool for relaxation and rest?
Dave> Honestly, it was a learning experience for all of us. Taking the FRAKTA bag as our base, we simply thought about ways we could retain recognisable parts of the bag while also “rest-ifying” it.
We drew out the base sketch, sourced references for textures and puffiness, developed the prototype, and continued improving the RESTEN bag's design from there. And the entire time, remember where and when a tired Singaporean would find the RESTEN bag handy for a quick respite.
LBB> How does the RESTEN bag align with IKEA’s broader mission of promoting wellbeing and balance in people’s lives?
Nicholas> We saw the RESTEN bag as a handy enabler of rest, much like IKEA. Something to carry your daily essentials as you go about your day, but also something you could put your head on when you have a moment to catch your breath. It represents the comfort you can expect from the bedsheets or pillowcases you get from IKEA.
LBB> What challenges did you encounter when developing a campaign around rest, particularly in a fast-paced environment like Singapore?
Shahrin> The most crucial question we asked ourselves was, “How would a tired Singaporean react to a brand like IKEA preaching to them about the importance of rest?”
We imagined that they wouldn’t like it very much. It’s like telling someone upset that they should just cheer up. If they could, they would. But rest doesn’t always come easy to everyone for many reasons that vary from person to person.
So, instead, we shifted gears and took on the role of an ally—someone who wouldn’t get in the way of their lives but would be there for you and make it easier for you to take a break when needed. Once we had this in mind, we simply had to find ways to support this strategy — and the RESTEN bag was a product of this train of thought.
LBB> How does the “Leave the rest to IKEA” platform reflect a shift in IKEA’s approach to customer engagement?
Dave> We are always looking for ways to engage with Singaporeans meaningfully and show how IKEA can play a more significant role than simply providing affordable, well-designed home solutions. As far as possible, we try to inject a sense of joy in all we do — from product campaigns to social posts and even innovative solutions like the RESTEN bag.
LBB> With the RESTEN bag being launched via a social media contest and at RestFest, what role do digital platforms play in driving engagement for this campaign?
Nicholas> Digital platforms allowed us to get the word out quickly. Within hours of posting about the bag on IKEA’s social media accounts, many Singaporeans were already sharing about it and talking about why they need the RESTEN bag and what’s standing between them and better rest.
It might have simply been a fun social contest, but it achieved the intended effect: getting Singaporeans to realise, on their terms, that they could use more rest and how IKEA can help them achieve that.
