The objective of this project was to design a global retail shopping bag for Wilson stores worldwide, including over 200 locations in China, that would remain relevant for years while embodying the brand’s identity. The bag was intended to be a practical and stylish accessory that customers would want to reuse for everyday activities such as grocery shopping, commuting, and going to the gym, while promoting sustainability through its reusable design. The design was kept minimal and premium, using a maximum of two colors, primarily black and white with pops of red (Pantone Red 186). Additionally, the design had to be adaptable across various sizes and work seamlessly with existing Wilson apparel packaging, maintaining brand recognition in all contexts.
The process began with the presentation of five material and sizing concepts. After thorough evaluation, non-woven polypropylene was selected as the most suitable and cost-effective material, and a supplier was chosen. The design was then refined, with final details confirmed and production specifications finalized. The resulting shopping bag features Wilson-branded long shoulder straps, short carry handles, an interior pocket, and a snap closure, all while maintaining a unisex appeal. The interior pocket provides a designated spot for cashiers to place receipts, ensuring a consistent and functional user experience at checkout.
