Reshaping How We See Grocery Shopping Bags
What if a change from plastic to paper could be more than sustainable… what if it could be iconic? Our M&S Reusable Paper Bag has reshaped the way customers perceive grocery shopping bags…
Working with Marks & Spencer, we took on the challenge of creating a reusable paper bag that’s both functional and visually impactful.
A proper response to a major market shift
The shift from plastic to paper has been developing for some time – but many of the usual solutions haven’t provided the confidence in carrying heavier weight and reusing extensively.
Zak Lowe, our Creative Director at EP Group recalled:
“Understanding M&S’s focus on sustainability, there was an opportunity to switch to paper. But the shift required a strong product, something that wasn’t just a one-use item but could last through multiple uses. The biggest factor here was strength more than anything, to carry heavier groceries comfortably and confidently.”
A perfect case for our paper bag technology, RePapaPac®. Chosen for its strength, our RePapaPac bag uses Billerud’s FibreForm® paper - derived from long fibres that make it durable and more water resistant – without the need for any additional coating or lining.
For M&S, smooth tape handles (as opposed to twisted ‘rope’ style handles) and a flat ‘block-bottom’ base would complement the strong RePapaPac material. A landscape orientation caters to easier packing of M&S food, which is often packaged in boxes.
A standout solution
Provided with stunning design and photography by Whippet Creative Agency, our challenge was to bring the artwork to life on the bag itself. Plastic showcases colours extremely well – but paper can absorb ink, removing vibrancy from the design. First print attempts we’re ‘dull’ and dark – the opposite of the kind of impact we wanted to achieve.
“You lose that initial ‘pop’ unless you really work hard, trying to get the best balance between the design and the print capabilities.” Explains Zak. “It took several rounds of adjustments, and a lot of customisation, but we got the print to a point where it really stood out.”
And it certainly does stand out. The M&S Reusable Paper Bag has become easily recognizable on the high street with its bold ‘flag’ design, which sets it apart from traditional grocery bags and has redefined what shoppers can expect from a reusable bag.
We aimed to create a product that felt valuable and reusable. Plastic bags are starting to be seen as a dated solution – whereas this paper bag isn’t just about function and sustainability - it’s a statement.
A new standard
We centre our innovations – such as RePapaPac – around our customers’ requirements. We’re dedicated to quality, sustainability, and providing the right solution for the brief.
Our willingness to developing projects like the M&S Reusable Paper Bag from concept to completion is why our customers work with us. It’s because we push to deliver the perfect solution to the highest standard.
And it’s our ability to deliver something truly market changing. By creating a bag that competes with plastic in all areas, we’ve set a new standard for grocery and retail shopping bags.
FURTHER READING