Branding, Design Systems, Events, Marketing, Physical Retail

Direction and design for SUPERBAGGU — a concept corner grocery store, conceived to promote BAGGU’S namesake line of reusable shopping bags.

Originally executed as a pop-up activation at West Coast Craft in San Francisco, SUPERBAGGU later took up residence at POKETO’S DTLA project space for several months, selling seasonal collections of BAGGU products.

The project was a playful, elaborate branding exercise meant to underscore a simple association — that grocery shopping and reusable bags should go hand-in-hand.

Naturally, we produced limited edition SUPERBAGGU-branded reusable bags, available only at the popup’s various iterations.

The display fixtures were meant to mimic the fixtures of an actual grocery store — cooler displays, produce stands, etc. — and utilized generic shelving racks and pegboard backing to further the effect.

SUPERBAGGU’s initial installation at West Coast Craft, complete with backstock stored in off-the-shelf produce boxes, and a “checkout counter” display for the custom reusable bags.

In addition to custom bags, we produced a whole variety of SUPERBAGGU-branded consumables and merchandising props — seltzer waters, promotional postcards, newsprint catalogs styled after coupon circulars, as well as fake milk and egg cartons.