Fashionable and sustainable

I designed graphics for shopping bags made from marine-biodegradable vinyl, responding to the issue of ocean pollution. Since July 1, 2020, plastic shopping bags have been subject to a fee across Japan to address this concern. Notably, the relationship between plastic bags and the ocean is significant, with incidents like sea turtles mistaking bags for jellyfish and ingesting them.

Ideally, items like disposable shopping bags should be entirely phased out considering environmental concerns. However, they have become deeply ingrained in our society as convenient items used in convenience stores and supermarkets, making them challenging to eliminate abruptly.

I anticipate that it will take several decades from now, in 2023, to gradually reduce their usage. The design I created reflects what shopping bags might look like during this transition.

Products that are environmentally friendly often feature graphics prominently advertising this aspect. I believe that when using these bags, invoking thoughts of the sea while also being fashionable and desirable to bring home constitutes a positive design approach.

The design features navy blue stripes, traditionally used on sailor uniforms, which were intended to make individuals more visible if they fell into the sea. Today, this motif has become widely recognized as an icon representing the sea, seen on swimwear, polo shirts, beach umbrellas, and beach chairs.

The sight of these bags filled with purchased items could whimsically resemble an overweight man in a swimsuit.

Exhibited at the Ocean Environmental Design Workshop 2023, “My Vision of the Ocean” by Naoto Fukasawa, organized by 3710 Lab & THE DESIGN SCIENCE FOUNDATION (Supported by The Nippon Foundation)