Savers / Shopping Bag Concept
CLIENT: Value Village ROLE: Design Director AGENCY: Hornall Anderson
Savers had a hefty goal. The company wanted to be known as the best thrift store in the world.
Easier said than done.
The company had been facing a stigma of being seen as a cheap unsightly store chain for people with limited means. To help fight this perception, I came up with a series of quirky shopping bags that celebrate thrifty nature of its regular customers, while making them feel proud about who they are instead of feeling embarrassed. The goal was to position the company as a global brand that provides their customers with incredible variety of uncommon goods at unbeatable value. "The Ultimate Treasure Hunt" slogan served as a key inspiration for this packaging system.
The image of the yuppie man carrying a bag from the thrift store is obviously off-target, but it's actually intentional. On one hand I wanted to provide a bit of a social commentary and on another hand, I meant to suggest that Value Village goodies are accessible to anyone, including the snobbish, the elitist and the arrogant.