After a few years of running occasional marketing campaigns around bag-themed horoscopes, BAGGU decided to produce an entire series of astrology-themed reusable bags. Twelve bags for the twelve signs of the western zodiac.
Ellen Vanderlaan (our lead creative director and chief print designer) lovingly rendered the twelve signs in an ultra-maximalist homage to late-60’s Peter Max-style psychedelia. From there, my team’s job was to brand, package and market the bags. Thankfully, the prints themselves provided more than ample material to work with.
I worked with Jessy Agle (one of our brand-team designers) to develop a hand-drawn word mark for the collection, a matching lettering style which we employed throughout the rest of our deliverables, as well as a comprehensive packaging program. Each print got its own custom sleeve, complete with information on its associated astrological sign.
Anticipating a windfall of wholesale interest, our Sales team requested a merchandising fixture that we could sell to retailers, pre-packed with reusable bags.
Knowing that we wanted to carry the language of the print series into the fixture itself, we repurposed an existing cardboard caddy, wrapped it in artwork derived from the print series, and modified its dieline to follow the graphics' wavy contours. We also included a supplemental insert to take up space as the available stock sold through.
I worked extensively with Julie Kim (another of our brand-team designers) to create custom marketing emails and social assets to accompany each release, drawing on the print artwork specific to that sign.
The release schedule for the bags was simple – follow the astrological calendar itself, with a new bag for each month. The framework for our marketing campaign seemed obvious — include a monthly horoscope along with each release, complete with astrological readings for all twelve signs.
Playful as the series was, we knew we needed to take the readings seriously — which meant getting a respected astrologer on board to actually write the horoscopes every month. Our wonderful project manager, Marta Fernandez, managed to get Dorothea Lasky and Alex Dimitrov — aka The Astro Poets — on board, and the results were amazing.
A sampling of their work:
“There will be nights of quiet and days you don't know how to fill. You will receive a message from a friend you have forgotten. You will receive a startling proposition. Take it and don't ask questions like you would.” — May, 2021
“There is a new thing and you are holding very quietly what you really know. It's a dance of some sorts or a new occasion. To the side there is a new gift. And in the middle is a kind of ecstasy. As long as you keep going you will be ok.” — June, 2021
“The time will be dusk. You will gather many stories and present much evidence. You will begin to see the past in a new way. Will it matter? Perhaps. But the light is coming toward you regardless. Even if no one sees things like you. Even if no one has the depths of devotion you do. Forgive them. Forgive what you once swore with such vehemence you would never forgive.” — October, 2021
“A big question arrives in your lap wrapped in red. You can carry it with you across many days. You can set it beside you at night. Sometimes you will awake and yearn to touch the grass. Sometimes there will be flowers at noon. And when the alarms go off, you will mute everything but the heart. You won't speak with it either. You will investigate exactly where it intends to fight its next war. Do not worry. Do not.” — October, 2021
“A real sun. The dream illuminated. Something you've always wanted is coming into your life. There will be endless drinks. There will be fields too. Steal a moment to be with yourself. Be there with your friends. Maybe you have forgotten. No, not you. You carry them with you. You know the depths of friendship. Only this time, give yourself over completely.” — April, 2021
“You might appear wary to some, but you are even more sure of it. Holding onto the stick that extends into the sky, you will touch some clouds. You might feel a need to hold even more tightly those who you love. Some will appreciate your endless care. The others who seem distant won't be for long.” — May, 2021
“You will like to call. It's who is on the other end that scares you. Red and gold bells on the shoes of your friends. You will like to be in the middle. But now you are the first one.” — July, 2021
“Inside the day is another day. You know this but often are compelled to be practical. To keep doing the work you always have. It's time now to look for what's harder to see. It's time to chase the midnight sun.” — February, 2021
“Peach and turquoise will surround everything. In fact, if you could be even clearer, you would be. On a piece of paper you will write the most important note. It’s unreal what music can do. If you want to, listen closely to everything.” — June, 2021
“A costume is a way to understand the present. You will feel the need to understand even more what is being said to you. Holding on to the strong things is something you are good at. And when those hold on to you, you are even better at that. Walk slowly, but purposefully, and you'll get there.” — May, 2021
“It is beautiful that you've stopped paying attention. Nothing really matters. There is only the dream and the passion of your pursuits. Maybe you have always known this. Maybe it wasn't until now that you believed that was true. Regardless, keep going. There are so many snakes and you can count them, exactly. You always knew who they were. They took advantage of all your good luck. They won't now.” — October, 2021
“If you cannot travel back (and you can't), you can at least read notes from the journey. You can arrange the house as you'd like it to look. You can put on your best clothes. You can create the future nostalgia without asking for anything less than you want.” — March, 2021
“A real sun. The dream illuminated. Something you've always wanted is coming into your life. There will be endless drinks. There will be fields too. Steal a moment to be with yourself. Be there with your friends. Maybe you have forgotten. No, not you. You carry them with you. You know the depths of friendship. Only this time, give yourself over completely.” — April, 2021
“There will be nights of quiet and days you don't know how to fill. You will receive a message from a friend you have forgotten. You will receive a startling proposition. Take it and don't ask questions like you would.” — May, 2021
“Peach and turquoise will surround everything. In fact, if you could be even clearer, you would be. On a piece of paper you will write the most important note. It’s unreal what music can do. If you want to, listen closely to everything.” — June, 2021
“You might appear wary to some, but you are even more sure of it. Holding onto the stick that extends into the sky, you will touch some clouds. You might feel a need to hold even more tightly those who you love. Some will appreciate your endless care. The others who seem distant won't be for long.” — May, 2021
“There is a new thing and you are holding very quietly what you really know. It's a dance of some sorts or a new occasion. To the side there is a new gift. And in the middle is a kind of ecstasy. As long as you keep going you will be ok.” — June, 2021
“A costume is a way to understand the present. You will feel the need to understand even more what is being said to you. Holding on to the strong things is something you are good at. And when those hold on to you, you are even better at that. Walk slowly, but purposefully, and you'll get there.” — May, 2021
“You will like to call. It's who is on the other end that scares you. Red and gold bells on the shoes of your friends. You will like to be in the middle. But now you are the first one.” — July, 2021
“The time will be dusk. You will gather many stories and present much evidence. You will begin to see the past in a new way. Will it matter? Perhaps. But the light is coming toward you regardless. Even if no one sees things like you. Even if no one has the depths of devotion you do. Forgive them. Forgive what you once swore with such vehemence you would never forgive.” — October, 2021
“It is beautiful that you've stopped paying attention. Nothing really matters. There is only the dream and the passion of your pursuits. Maybe you have always known this. Maybe it wasn't until now that you believed that was true. Regardless, keep going. There are so many snakes and you can count them, exactly. You always knew who they were. They took advantage of all your good luck. They won't now.” — October, 2021
“Inside the day is another day. You know this but often are compelled to be practical. To keep doing the work you always have. It's time now to look for what's harder to see. It's time to chase the midnight sun.” — February, 2021
“A big question arrives in your lap wrapped in red. You can carry it with you across many days. You can set it beside you at night. Sometimes you will awake and yearn to touch the grass. Sometimes there will be flowers at noon. And when the alarms go off, you will mute everything but the heart. You won't speak with it either. You will investigate exactly where it intends to fight its next war. Do not worry. Do not.” — October, 2021
“If you cannot travel back (and you can't), you can at least read notes from the journey. You can arrange the house as you'd like it to look. You can put on your best clothes. You can create the future nostalgia without asking for anything less than you want.” — March, 2021