For a day trip/hike bag I would prefer a bag with rain cover. It's always more practical to have this integrated in the bag's design, ensuring a better fit and not forgetting one at home.
Functionally the bag looks OK, no lack of outer pockets, though it might do with some more internal pockets. Of course there's no way to judge the materials used to make the bag, but from the pictures on the web site it all looks a grade below what you might expect from prime brands like LowePro, ThinkTank etc. Materials are very important for a bag to function properly and last for a while. I personally prefer paying a bit more for a bag that will last me longer, though my use may subject the bag to more wear than others?
Esthetically it doesn't strike me as very well thought through, but that's personal taste of course. The bright internal colour is indeed practical for visibility inside the bag, though depending on your preferred subject matter, red might not be the best choice (e.g. wildlife!). In all it shouts out camera bag a bit too much (with the camera logo on the strap and explicit mention of DSLR).
I agree that the bag seems on the heavy side. My (discontinued?) LowePro Classified Sling 180 AW, which is a functionally similar (though more complete, more discrete and more expensive) bag, weighs less at 2.6 lb, and I consider that to be as heavy as this kind of bag should be. More modern options should be lighter. The suggested LowePro Slingshot 202 AW is a very popular and excellent choice, though you might find better thought out bags with them or other brands for more specific needs (such as the Lowepro PhotoSport 100).
One particular line of bags that has intrigued me for a while are Kata's 3N1 series (now Manfrotto), which allow both sling (left or right) and regular backpack configuration. I hear very positive reviews about these, but I haven't tried them yet (though I might in the very near future, albeit their biggest version to replace my worn Slingshot 300 AW, i.e. a different category).
The thing with sling bags is not to overload them and you will be fine! And if fully loading them is the only option, make sure to put the heaviest items closest to your back. I love the sling concept, keeping my gear very accessible and out of my way on my back at the same time. I used proper backpacks before, and ended up frustrated by the time and effort required to access my gear, thus often missing out on shots. Shoulder bags offer better accessibility, but they put much more strain on shoulder and spine and are much more cumbersome on difficult terrain. They are easier to switch shoulders when needed OTOH. Sling bags are a perfect compromise IMHO.
Returning to the bag you propose, it certainly doesn't look bad given the price you quote. You will certainly find better, but that will come with a higher price.
Wim
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