Design of a grocery bag of the Tyrolean food retailer "MPREIS" www.mpreis.at

In the framework of their sustainability concept, the Austrian supermarket chain MPREIS offers a series of reusable FAIRTRADE grocery bags with various designs in limited editions. The objective is to reduce waste by providing the costumers with an attractive alternative to plastic bags.

"Seriously Sexy"

This particular design is issued in the summer of 2012. The bright yellow colour and the seductive fruits with erotic undertones not only make reference to the season and to the sustainability principles of preferring seasonal and regional products, but also to the company’s concept of seriously sexy supermarkets, which become stimulating meeting places through their appealing architecture. The company logo, usually a white M in a red cube, discreetly appears in the form of two crossed arms that symbolize the act of shopping for groceries as a social event.