To make consumers rethink and change their habits, we developed FEEDitBAG.

It is the first bag that gives life instead of taking it. Therefore, every bag has various fruit- and vegetable seeds on it. So after being a shopping bag, FEEDitBAG becomes a bag for organic waste that can be directly composted to grow new life. This is possible, because it is 100% bio-degradable and completely made of renewable resources.

DESIGN DEVELOPMENT AND PROCESS

We collaborated with the illustrator Susannah Blaxill and created the design for FEEDitBAG. Finally, three motifs were picked for the first edition: tomato, eggplant and pear.

DESIGN ELEMENTS AND THEIR INTEGRATION

On each bag, we placed seeds and highlighted them through our design. The CTA was directly integrated into the design, so each bag challenges the customers to reduce plastic. Instructions were printed on the back.

Customers could choose between three different motifs and take their new plant-to-be home – for free.

MATERIALS, STYLE ELEMENTS, DESIGN CHOICES

FEEDitBAG is made out of Mater-Bi that is produced out of corn-starch, and therefore renewable resources. It is 100% compostable in only ten weeks. The design was printed with water-based colours in a flexo printing. The sticker is 100% bio-degradable as well. The bag also degrades in water.

REACH/ CULTURAL IMPACT

The reactions of the customers were positive and promising. When asked, 87% admitted they haven’t thought about the pollution through the thin fruit and vegetable bags. By now we have 1.2 million supporters and growing.

We achieved a reduction of 150,000 of plastic bags in only one month and one market. Because of the high use of bags for fruits and vegetables, the manufacturing costs are competitive. Other grocery chains are interested to launch FEEDitBAG in their markets.