It’s hard to fathom the thought that a simple plastic bag would be an icon of the high-street, but the JD printed plastic drawstring bag is just that – an icon. You wouldn’t have thought that a simple logo on a bold coloured plastic bag could be so memorable and stylish, but this bag has become one of the most popular carrier bags in the UK.
Brands are beginning to wake up to the fact that their carrier bags are more than just a bag, they’re part of the high-street shopping experience. Yes, a simple plastic bag can do the trick, but single-use functionality alone limits the potential of your bags as a marketing tool. Brands are now looking to design a bag that’s stylish, incredibly functional and highly reusable, and when done right you’ve not just got a permanent advertisement, you’ve got something iconic.
As a sports footwear and clothing retailer, JD not only sell fashionable sports garments, but they also sell products that allow their customers to take up or engage in sporting activities. 60% of children alone regularly participated in sporting activities in 2022, showcasing the value in developing a multi-use branded carrier bag that can also act as a sports bag. With JD aware of how their carrier bag could serve more of a purpose than just a one-time-use retail bag, they introduced the JD drawstring bag in 1998.
From a consumer psychology perspective, the bag’s simplicity is the essence of its strength. The bold, large letters are easily readable, which is incredibly important for a plastic drawstring bag as naturally the bag will crease and fold when the cord is pulled, or the bag is full. The black circle on the yellow, white or black background is also an example of ‘Brand Shorthand’ whereby the design elements are instantly recognisable even without the logo or brand name. They act as a visual mnemonic, being recognisable simply because of their unique visual cues and signature aesthetic – again important due to potential obscurities caused when the bag is creased or folded. JD knows it doesn’t need to over-do it, the brand carries itself with the bag as it’s canvas.
A plastic drawstring bag is an obvious choice for JD. Firstly, this bag is not your traditional polythene carrier bag option, most brands opt for a flexiloop plastic carrier bag or a punched-out handle plastic carrier bag. Going against the status quo sets JD apart from their competitors. Secondly, size-wise, a plastic drawstring bag is ideal for most of their products – specifically shoes, as a shoe box can easily fit within the bag and sit comfortably when the bag is worn over the shoulder or on customers’ back. Finally, and perhaps the most crucially, the plastic drawstring bag presents an opportunity for reuse like no other carrier bag option. Not only is the carrier bag stylish, and not only are these bags great for general carrier bag reuse (which these bags are also extremely popularly used for), but with JD’s sporty demographic, the bag is also an ideal gym or sports bag.
Versatility in a carrier bag enables reuse, and with its mixture of style and functionality, the JD plastic drawstring bag is incredibly popular among their young, sporty demographic as a simple backpack. Whether it’s a bag for sports kit, or simply a bag to put water bottles and coats in when meeting up with friends in town, the rope handles make it a great cheap alternative to kit bags, over-the-shoulder-bags and traditional backpacks. Given JD’s appeal to the younger demographic, and their advertising clearly targeting the working class, it’s no wonder why this bag appeals and is regularly reused. With the robustness of the plastic and simple stylishness of the JD print, the bag has gone from being a simple carrier bag to becoming an icon of the highstreet and beyond. It’s gone from being just a simple carrier bag for JD, to being a core asset of their brand.
Recognising how your carrier bag can be more than just a shopping bag can help you increase the reach and strength of your brand. It’s all about leveraging the value of your bag as a promotional tool and a brand asset. JD recognised the importance and strength of their bag as a marketing tool in 2023 with their advertising campaign ‘Bag for life’ – a clever play on the phrase that refers to a long-lasting and free-replacement bag to imply how the versatility of their bag makes it functional for all aspects of ‘life’. The advertising campaign centres around the bag, targets a sporty, active, lower-than-average income demographic, and what’s extremely obvious is the lack of focus on their actual products or the bag’s utility as a carrier bag. Instead, the focus is on how the bag is reused in various day-to-day post-purchase scenarios. Such a campaign really showcases the incredible value and weight that such a simple and (what would be for most brands) an ineffectual ‘afterthought’ packaging product can have on a brand.
Businesses, products and brands are constantly fighting for the attention of customers, paying thousands for digital advertising and massive billboards. The most intelligent, cost-efficient brands are leveraging their existing assets to better drive their messaging and showcase their branding, and that’s exactly what a printed carrier bag can do. Find an option that synergises with your business and create a design that tells potential customers what your brand is all about. When it comes to printed carrier bags, whether it’s paper, plastic, fabric, luxury or plastic alternatives, no-one in the UK knows more than us. If you’re ready to turn your bag into an icon, get in touch with us today.
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