While IKEA is doing well in the market, we saw an opportunity to strengthen IKEA’s core values by simply customizing IKEA’s staple product: the FRAKTA bag.

We turned a product that almost every IKEA customer comes in contact with into a new medium to reinforce IKEA’s core philosophy.

We printed a set of lines on the inside of each FRAKTA bag turning it from “just” a bag into a product with endless possibilities. It’s pretty much reflecting what the entire product range of IKEA promises. People were now able to turn the bag into items like a baby bib or an apron, picnic mats and even fun items like pet raincoats and camel mounts.

The bags were placed right at the cashier of our 3 stores in Saudi Arabia where FRAKTA bags are usually placed and had the potential to reach every shopper.

We started this project as a test market to see how well the change is being received and whether or not to roll it out on a bigger scale. So far the response has been overwhelmingly positive.