Shopping bags, MoCA Store
Shopping bags, MoCA Store
Shopping bags, MoCA Store
Shopping bags, MoCA Store
Shopping bags, MoCA Store
Shopping bags, MoCA Store

Shopping bags, MoCA Store

Museum of Contemporary Art, Los Angeles, California, 2004

Description

Our design challenge was to create a unique store shopping bag that creatively advertises the museum’s name and uses images from the permanent collection.

We chose images from the collection that are related to the visitor’s retail experience and are visually intriguing from a variety of distances. We incorporated the MOCA identity on the reverse of the shopping bags so that both sides would reflect the museum.

In our design, we worked within strict size and print-quality limitations in order to produce a product that is both interesting and cost-effective. Luckily the manufacturer actively tried to meet our needs in terms of color matching and fabrication (for example, the handles are attached to the inside of the bag instead of the outside). We also designed around cropping and reproduction limitations normally imposed by the artists’ galleries and/or estates.

The shopping bags have created greater awareness of the MOCA Store and its creative product lines, as well as promoting the museum in and around its three locations. The bags are very popular with store customers; people are asking for additional bags when they make their purchases, and the store is selling them for $5 each.

Collections: AIGA 365: 26 (2005)
Discipline: Package design
Format: Package

Credits

Design firm
Museum of Contemporary Art
Creative director
Olga Gerrard
Designers
Marci Boudreau, River Jukes-Hudson
Illustrators
Andreas Gursky, Sherrie Levine, Jason Meadows, Raymond Pettibon, Jack Pierson
Production coordinator
Amanda Schwender
Editor
Maria Hummel
Writer
Maria Hummel
Copywriter
Maria Hummel
Printer
Armor-Germain
Printing method
Offset
Binder
Armor-Germain
Fabricator
Armor-Germain
Typefaces
Steile Futura, Univers
Client
The Museum of Contemporary Art
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