Better Bag

2024

A custom-designed reusable grocery bag created for Whole Foods Market.

Project scope

• Illustration

• Concepting

• Character design

Discovery

During the ideation phase, I explored several concepts and ultimately settled on a whimsical fruit world theme. Creative leadership saw great potential in this direction, but we needed to refine it further to ensure the characters were relatable to customers and uniquely aligned with Whole Foods Market’s brand.

For inspiration, I looked to playful brands like Tamagotchi, Labubu, and Sonny Angels, aiming to create a fun, colorful design that would resonate with customers.

Execution

For the design execution, I combined a faux-risograph style with gradient halftones to create a vibrant, textured look. The character design and setting were inspired by major cities like Austin and Denver. To make the characters more relatable, I placed them in a scene outside a Whole Foods Market, engaging in everyday activities that customers could easily connect with, such as practicing yoga, paddleboarding, and enjoying a cup of coffee.

I aimed for the color palette to feel vibrant and lively, while still maintaining an elevated aesthetic. We kept the core palette to under eight colors, but extended it using tints and transparencies to add depth and variety.