Is This the Ultimate School Bag for Kids? Our Take on the Award-Winning Design by PUGO

Published on March 19, 2025 | by DSGN arcHive

After testing the Smart Kid School Bag 3.0 Plus with two school-going kids over several months, here’s what we found…

Finding the perfect school bag feels like an endless mission. Parents know the struggle—splurging on pricey bags only to watch them fall apart too soon. Some look impressive but don’t hold up, while others just don’t check all the right boxes. With kids carrying so much every day, a well-designed, durable, and comfortable bag is a must. But let’s be honest—most bags claim to be ergonomic, lightweight, and spacious, yet few actually live up to the hype.

That’s why we were intrigued when we spotted the Smart Kid School Bag 3.0 Plus at the Singapore Good Design Awards 2024. Designed by PUGO Co., Ltd. (Chen Tzu Hsien), this award-winning bag promises smart organisation and better weight distribution. It features adjustable dividers, a multifunctional storage system, and a unique three-segment shoulder strap for better weight balance. The concept sounded impressive, but does it really deliver? To find out, we put it to the test with two school-going kids—ages 6 and 9—who carried these bags every day for months. From daily commutes to after-school activities, we observed how well the bags held up. Here’s what we discovered.

About the Multi-Award Winning Design

This bag isn’t just any school bag—it’s a multi-award winner. It has bagged the GOOD DESIGN AWARD in Japan, one of the most iconic international design awards. It also won the Golden Pin Design Award, a top global design honour, and the SINGAPORE GOOD DESIGN award, known for recognising designs with a strong fashion influence. In fact, it was at the Singapore Good Design Awards 2024 that we first saw it on display. The sleek, modern silhouette immediately caught our eye. It looked stylish, well-structured, and thoughtfully designed. We knew right away—it was worth a closer look.

Smart Kid School Bag 3.0 Plus

1. Lets talk colour

The Smart Kid School Bag 3.0 Plus comes in some truly unique shades—cool black, snow purple, sand green, and more. We went for two in Mist Blue for our young boys, aged 6 and 9. The colour is unlike the typical blue you see for little boys, with a cool purplish tint that really stands out. What we love is how neat and fresh the design looks, without being too flashy. It leaves plenty of room for kids to personalise and accessorise if they want. Of course, if your little ones are into patterns, there are options with illustrated graphic front covers too!

2. A Sturdy Design That Holds Everything in Place

When the bags arrived at our HQ, they were neatly folded, with the side support plates (x2) and bottom partition (x1) packed separately. Once we inserted the plates into the side walls and placed the bottom partition inside, the bags instantly took shape. These three components are essential to the design, keeping the bag’s structure firm and creating a solid compartment. This added sturdiness makes packing effortless. Now, the boys can organise their bags with ease and quickly find everything they need. No more rummaging around—everything stays neatly in place!

3. Versatile Storage Compartmentalisation

One standout feature of the Smart Kid School Bag 3.0 Plus is its cleverly designed compartment layout, ensuring everything has its place.

The Main Storage Space

When the bags arrived at our HQ, the intermediate spacing board was packaged separately from the bag itself. The inner side walls of the bags are lined with velcro felt, giving kids the freedom to place the spacing board wherever they need it and adjust the space for different school items. The boys had no trouble inserting the boards and even customised the space to fit their books and other belongings. This thoughtful addition is a game changer, allowing for personalisation and making the bag even more organised and practical.

While the divider is a game changer, the bag offers even more smart storage solutions. Elastic band supports on the internal side wall and spacing board help keep items securely in place. The boys use these bands to hold their stationery pouches neatly. Plus, there’s a dedicated file compartment—perfect for storing their school homework files, keeping everything organised and within easy reach.

Front Opening Compartment

The bag includes a front-opening compartment for easy visibility, featuring multiple small mesh pockets for organising tiny items. The boys use this space to keep their lunch money, wet wipes, hand sanitiser, and other daily essentials. There’s also a large pocket on the front flap, perfect for storing school tech devices, homework notebooks, etc. It’s a super practical addition!

Side Compartments

The side external pocket for a water bottle features a flexible design with an elastic component, allowing it to securely hold bottles of various sizes. On the other side, there’s a zippered compartment that can be expanded for extra storage, which the boys use to keep their umbrellas.

4. A Closer Look at Our Favourite Storage Compartment

One game-changing feature in the compartment structure is the storage space inside the rear opening top cover. It includes a mesh compartment, perfect for stashing bulky items like jackets, hoodies, and raincoats. The boys can stash away their jackets with such ease, keeping them out of the main storage area and making it simpler to find other essentials. We’ve never seen this feature in any other school bag, and it’s an absolute standout—a truly brilliant design element!

5. Versatile Fit

Shoulder Straps

One standout feature of the bag is its adjustable shoulder straps, designed with three buckle settings to fit different body types. The kids easily adjusted them on their own, making it a practical and comfortable choice. It also features a mountaineering-style spine protection strap that helps distribute weight more effectively, reducing pressure on their shoulders. However, the boys’ favourite feature over the months has been the magnetic chest buckle. This simple yet crucial addition keeps the shoulder straps securely in place, preventing them from slipping off. Whether walking or running, they could move freely without constantly readjusting their straps—truly a great design element!

Spine Support and Protection

Beyond the intuitive shoulder strap features, the boys seemed noticeably at ease carrying heavy school loads. This comfort is likely due to the pendulum balancing effect of the butterfly straps, which help distribute weight evenly. The bag’s curved design allows it to fit snugly against the back, reducing pressure for a more comfortable carry. Plus, the breathable mesh back panel helps release trapped heat, keeping them cool even in Singapore’s warm weather. A well-thought-out design that makes a real difference!

6. Endless Ways to Accessorise

The bag’s solid colour gives it a sleek, minimal look, but it also features an openable loop contraption on the front—perfect for kids to personalise. This clever addition allows them to hang bag charms, wallets, or keychains, adding a touch of their own personality. The boys especially loved this feature, proudly displaying their superhero keychains and switching them up whenever they wanted a fresh look.

7. Encourages Independence

This was an unexpected discovery—the boys genuinely enjoyed packing their school bags each day. With so many versatile compartments, they experimented with different ways to organise their belongings, figuring out what worked best for them. This flexibility allowed them to personalise their packing style, making the process both fun and efficient. More importantly, we noticed that they became more independent in getting their bags ready, which is definitely a big plus in our books!

Meet the Designer of the Award-Winning School Bag

Curious about the design process behind this award-winning school bag? Check out our in-depth interview with the designer herself, where she shares insights on how she brought this innovative creation to life.

How To Get the Smart Kid School Bag

If you’re interested in grabbing the Smart Kid School Bag, check out this link. The bags are currently on sale for NT$4,351 (S$175.86). The best part? PUGO offers worldwide shipping! We also love that PUGO has a range of fun accessories to personalise the bag, like matching bows and money pouches. Plus, the warranty is extended to 3 years, so you can buy with confidence.

Not sure how to use the bag? Each one comes with a QR code inside, giving you easy access to all the instructions you’ll need. It’s a super handy feature, especially for first-time users! In addition, each bag includes a detailed instruction manual with suggested ways to better understand and use it.

The boys have been using the bags for about three months, but only time will reveal their true durability and longevity—so stay tuned for updates! In the meantime, a huge thank you to PUGO for sending the school bags over for us to try. It’s been such a joy watching the little ones use them daily.

Wondering what we’re up to next?

Give us a follow and stay in the loop!

About DSGN arcHive

DSGN arcHive is your exclusive key to unveiling the enigmatic essence of a city, all filtered through the prism of design. Far from the ordinary tourist paths. We reveal the city’s architectural marvels, urban intricacies, cultural tapestry, and eco-conscious revolutions that mold its distinctive soul. With us, you’re invited to savor the metropolis in an entirely chic and sophisticated light, a city that’s far more than what meets the eye.