The brief was to emphasize the different departments of YKM.

To emphasize the different departments of YKM we designed a shopping bag with different sections. We named each section with another important department of YKM. The colours on the bag match the departments’ colour code within the stores.

From the consumer’s point of view, it is useful to carry one bag instead of many bags when they shop from different departments at the store. The Accordion Bag gets larger and larger due to your amount of shopping. At the point of purchase the products are placed in the bag according to the department they are bought from.

From the client’s perspective, it is free advertising to display our message about the department store concept both in and out of the store.