Brief Explanation

The challenge was to create a bag that would help inculcate the habit of reusing everyday items (like a shopping bag) among children. Add to that, a shopping bag is a low-involvement product for a child to the point of involvement being non-existent.

The Brief

The Bangalore Metropolitan Corporation banned the use of plastic bags in the city. So stores everywhere had to come up with alternatives – like charge for plastic bags to dissuade people from using them or create paper bags that would help people turn eco-friendly while shopping. Our task was to create a simple shopping bag to be disbursed in the kids section and educate them about reusing shopping bags.

How the final design was conceived

Bags are generally kept out of the reach of children. In fact bags are even marked ‘THIS IS NOT A TOY’. With that in mind, we decided to work on a bag that you would actually keep within the reach of children. The sole design directive we gave ourselves was to create a bag that would be fun and safe. Or simply, a bag that is actually a toy.

Indication of how successful the outcome was in the market

Handed out for free during the Christmas shopping season, the bags were an instant hit with the children visiting the store. Quite predictably, the children were more interested in the bags than what was in them. Parents were frequently seen carrying their children’s shopping in their hands, while the bags were being used as masks right away.