Lee Design & Branding LEE - NEVER WASTED by Happy

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Industry Clothing
Media Design & Branding
Market India
Agency Happy
Creative Director Kartik Iyer, Praveen Das
Art Director Viduthalai Raj M
Copywriter Athul Chathukutty
Illustrator Vinayachandran T
Released November 2010

Credits & Description

Category: iii. Premium Brand
Product/Service: LEE SHOPPING BAG
Date of First Appearance: Nov 12 2010
Entrant Company: HAPPY CREATIVE SERVICES, Bangalore, INDIA
Creative Director: Kartik Iyer (Happy Creative Services)
Creative Director: Praveen Das (Happy Creative Services)
Designer: Viduthalai Raj (Happy Creative Services)
Art Director: Viduthalai Raj (Happy Creative Services)
Copywriter: Athul Chathukutty (Happy Creative Services)
Illustrator: Vinayachandran T (Happy Creative Services)
Studio Head: Ramakrishna R (Happy Creative Services)
Account Executive: Neelima Kariappa (Happy Creative Services)
National Marketing Head: Vipul Mathur (Lee - VF Arvind Mills Pvt. Ltd.)
Media placement: Shopping Bag - In-Store - 12th November 2010

Describe the brief from the client
With the relevance of eco-friendly initiatives increasing every day, Lee wanted an innovative solution that would display their affiliation towards the same and also spread the message amongst their customers.

Describe the challenges and key objectives
We wanted to make an idea that wasn't just longer-lasting and interactive, but also conveyed the message in a fascinating manner.

Describe how you arrived at the final design
To drive the message home in a fun and effective way, we went for something a bit more inventive than just a bag made of recycled paper. The ‘Never Wasted’ shopping bag – a bag that can be used and reused in one way or another. Some for fun, some for function, but nothing ever goes into the trash.

Give some indication of how successful the outcome was in the market
Surprised and elated at finding thoughtful innovation in an object least expected, the response from customers was immense. Word spread, footfall increased and the initial production of 3,000 bags went on to another 10,000. Within 24 hours of posting online, it generated tremendous buzz across social networking sites and advertising forums. The message still continues to spread from Lee stores today, while the bags silently serve a larger purpose of preventing volumes of unnecessary paper wastage.