Quick question: best lunch box for elementary age?

My son starts 1st grade next month and I need to get him a lunch box situation. He's pretty rough on stuff (last backpack lasted 3 months before a zipper broke). Looking for something durable, easy to clean, maybe insulated since we don't have lunch fridges at his school. Anyone have a specific brand they've had good luck with? Budget's not super tight but I also don't need to spend $80 on lunch containers.