About the client
Åhléns is swedens largest chain of department stores, with close to a hundred stores all over the country. In 2010 Åhléns shifted its strategy to be more fashion focused, and this resulted in several design updates.
About the project
The aim of project was to create a design concept for the permanent series of bags in paper and plastic as well as the wrapping paper used in all of the stores. From time to time the bags and wrapping paper will be accompanied by campaign looks of different style and colour.
A strict black and white colour palette was chosen to communicate Åhléns new focus on fashion, and to create minimum clash with the colours of the campaign bags. The design is based on a pattern created by the first letter in the Åhlens logotype, the Å. A very important aspect of the project was choosing environmentally friendly materials and production methods. This is essential since Åhléns produce close to 18 million bags per year -about 2 bags per swede a year!