To promote both the bags — and awareness of the plastic bag ban itself — we produced a wheatpaste poster campaign throughout New York City.

The central challenge of the design was that the bags were all white — which meant that we needed one or more ground colors to contrast them against.

After bouncing several ideas around, we decided to adopt colors from one of the city’s most iconic institutions — the NYC Metro. It felt like a natural compliment to the 70’s heritage of Glaser’s design.

Candidly, I somehow never quite loved the result. Maybe it always felt a little too on-the-nose?

Still, it was a big campaign, and the rest of the BAGGU crew was stoked on it. Plus it was cool to be able to work in a pseudo-official capacity with the State of New York. I figure that itself makes it worth showing.